We’ve just launched this new campaign for Oslo, which basically consists of one film. Watch the video, and I'll explain what we were thinking when we came up with the idea.
Oslo to the rescue!
We knew we were going to be doing some creative profiling this autumn, and as always, we needed it to stand out. We don't have the budget to compete in bought media, so we did it the Oslo way, creative, edgy and a little cheeky. 😉
We have observed the discussion in the travel industry this season and earlier, about overtourism. We have been joking about that certainly not being a problem for Oslo, mostly happy for that, but also partly jealous of all the business these places have.
All jokes aside, a sustainable approach to tourism growth is very important for us, and we are certainly not running after the biggest markets for Oslo. We work hard to spread travel throughout the year, and tourism should be an industry that makes life better for the people of Oslo. Overtourism doesn’t fit in this perspective.
We decided to try to see the phenomenon from the guests’ point of view, and the best way to do that, is to check what's being said in social media. That's when we found Marela and Sam, through this instagram shout out from Marela.
And the thought hit us: If they’re not happy with their holiday experience, why don’t we rescue them to Oslo? Could this be our campaign? It felt both bold and crazy to rescue someone from one of the most popular cities in the world, and maybe that's what convinced us to do it. We are as passionate about our city as we are about branding it, and felt confident that this story had the strength to meet an international audience, with a very honest message.
So we did. And they accepted the rescue mission (when they finally believed us not trying to scam them) We sent them the tickets and showed them our city with a film crew as companions. The result you see above, but if it's a success, we don't know yet. We'll keep you posted! 🙂
We are three companies behind this stunt, VisitOSLO, Oslo Business Region and The Oslo Region, and together we’re known as Oslo Brand Alliance. In this stunt we also teamed up with Trigger (creatives) and Waterdrop (production).
Discussioncomments powered by Disqus
More from #DTTT
In November we present:Destination Branding
In destination marketing, branding is not about logos, it involves a holistic 360 degree approach to crafting, developing and nurturing a unique identity for the destination according to key elements such as the destination proposition, heritage and values. Once established, the destination brand is the foundation of all marketing activities designed to promote the destination […]#brand story #Rebrand #Brand evolution #ticino #eindhoven #brand collaboration #Singapore #destination branding #canada
In November we present:Cape Town Tourism – Involving Locals in the Brand Story
For tourists, Cape Town is most well known for its bustling V&A Waterfront, expansive vineyards and iconic Table Mountain, attracting up to 5 million visitors each year both within Africa and Internationally. But did you know that outside of these top attractions there is much more to be discovered? Cape Town is a very diverse […]#brand ambassadors #city #brand #Cape Town #content #south africa
In November we present:Developing a Destination Management Plan with Austurland
Visit Austurland will be sharing insights on the value of a DMP at #DTTTGlobal, but in the meantime, we caught up with the team with a few questions.
In October we present:Business Intelligence in Destination Marketing
Business intelligence is one of the complex issues that many destinations are tackling and for many, they are only touching the surface. The tourism industry continues to shift towards adopting more data-driven approaches and a business intelligence mindset. For many destinations, business intelligence is helping to quantify what success looks like and how the destination […]#buenos aires #banff and lake louise #business intelligence #Geneva #big data
In October we present:Brand USA on Digital Content Partnerships
There’s nothing more powerful than a good story, and dynamic storytelling comes in many different shapes and sizes. Tracy Lanza, Vice President of Integrated Marketing at Brand USA, will be joining us at #DTTTGlobal to talk about succeeding with digital content partnerships and the DMO’s emphasis on this tool within its content strategy. Music is […]#Content partnership #original #authentic #brand-usa #content strategy
In October we present:Singapore Tourism Board – Strategy towards 2020
With more than 1 million international visitors every month, and a popular stopover destination from destinations across Asia and Australasia, Singapore is one of the trendiest tourist destinations worldwide. Singapore Tourism Board launched a medium-term marketing strategy from 2016 to 2020, in order to tackle the increasingly complex tourism landscape and to stay ahead of […]#targeting and distribution #dmo story #content targeting #content distribution #storytelling