4.11 Sustainability & Effective Communication: Visit Norway

Through this case study, you'll be able to understand how the Sustainability Strategy of the DMO can be digitalised to allow the message to translate into tangible results.

Digitalising the National Sustainability Strategy

In Module 2 we looked at how Visit Norway developed its Sustainability Strategy. In this case study, we look at how they digitalised it to reach wider audiences with Katrine Mosfjeld, Digital Marketing Director at Visit Norway.  

Digitalising the National Sustainability Strategy

In Module 2 we looked at how Visit Norway developed its Sustainability Strategy. In this case study, we look at how they digitalised it to reach wider audiences with Katrine Mosfjeld, Digital Marketing Director at Visit Norway.  

Main Takeaways

  • To efficiently deliver the message to customers, properly identifying the customer segments and adapting the content to the different distribution channels is crucial.
  • The sustainable strategy needs to take into consideration all aspects of the strategy: marketing, industry, customers, etc.

Summary

This keynote allows us to discover how Visit Norway have translated their sustainable strategy into digital and how they use their digital channels to transmit their message to wider audiences. The following aspects can be highlighted.

The Marketing Team

The main task of the marketing team at Visit Norway is to decarbonise the travel industry by building new market opportunities with less climate cost.

Norway's Performance

During this keynote, Katrine Mosfjeld stressed the importance of the Norwegian tourism industry to find a way to have visitors all year round, as this will improve the quality of the services provided through not having seasonal jobs.

When looking at what the country should improve in the tourism industry, Visit Norway believes they need to be able to provide good value for money; interesting and rich cultural and artistic heritage; social and friendly communities; and good local cuisine. On the other hand, not everything needs to be improved,  but instead, efforts need to focus on conserving their beautiful nature, which is peaceful and perfect for explorers.

Grabbing and keeping the attention is key

More than ever before, and due to all the information and advertising people are exposed to on a daily basis, retaining people's attention is very hard. That is why Visit Norway's goal is to make an impression on viewers, rather than reach as many as possible.

Content strategy

At the core of their content strategy are the stories because, as Katrine explained, stories trigger emotions and memories, amongst many other feelings. These triggers can awake a feeling in the traveller to want to visit the destination through the underlying motivations, which are: escape, broadening cultural horizons, social immersion, extravagant indulgence, control, energy, sharing and caring, adventure in the world of natural beauty and playful liberation.

Campaign strategy

Their campaigns follow a show-tell-sell model, which at the same time means they are data-driven.

  1. Show. Build a broad audience that gives a solid audience foundation for retargeting even more video content.
  2. Tell. Retarget the audiences that show interest by either watching a lot of videos or having visited the website.
  3. Sell. Tactical content is designed to drive traffic to each partner's website (retargeting).

Katrine explained that they track engagement with campaign videos to learn about consumers' interests, shares, etc., in order to drive sales from the audience.

Distribution strategy

The key to Visit Norway's distribution strategy is to be consistent with its presence and representation, which they do across all social media platforms. To have the best possible results, they always create channel-specific content, which allows for the material to have a bigger impact on the channel.

Katrine emphasised that messages that build consciousness indirectly build attractiveness for important customer groups, so she encouraged everyone to give advice through their campaigns.

In addition, she mentioned that Norway was awarded 2nd place for the 'best destination in 2022' by Lonely Planet in the matter of sustainability. Katrine said that in cases in which the industry does good, it is important to support them and get the message out!

Katrine explained that despite the challenge that flattening the visitors' curve might represent at times, the key rests on targeting new groups constantly, but also on building new market opportunities off-seasons to allow for those visitors to come and still experience the country fully.

Digitalising the National Sustainability Strategy

In Module 2 we looked at how Visit Norway developed its Sustainability Strategy. In this case study, we look at how they digitalised it to reach wider audiences with Katrine Mosfjeld, Digital Marketing Director at Visit Norway.  

Digitalising the National Sustainability Strategy

In Module 2 we looked at how Visit Norway developed its Sustainability Strategy. In this case study, we look at how they digitalised it to reach wider audiences with Katrine Mosfjeld, Digital Marketing Director at Visit Norway.  

Main Takeaways

  • To efficiently deliver the message to customers, properly identifying the customer segments and adapting the content to the different distribution channels is crucial.
  • The sustainable strategy needs to take into consideration all aspects of the strategy: marketing, industry, customers, etc.

Summary

This keynote allows us to discover how Visit Norway have translated their sustainable strategy into digital and how they use their digital channels to transmit their message to wider audiences. The following aspects can be highlighted.

The Marketing Team

The main task of the marketing team at Visit Norway is to decarbonise the travel industry by building new market opportunities with less climate cost.

Norway's Performance

During this keynote, Katrine Mosfjeld stressed the importance of the Norwegian tourism industry to find a way to have visitors all year round, as this will improve the quality of the services provided through not having seasonal jobs.

When looking at what the country should improve in the tourism industry, Visit Norway believes they need to be able to provide good value for money; interesting and rich cultural and artistic heritage; social and friendly communities; and good local cuisine. On the other hand, not everything needs to be improved,  but instead, efforts need to focus on conserving their beautiful nature, which is peaceful and perfect for explorers.

Grabbing and keeping the attention is key

More than ever before, and due to all the information and advertising people are exposed to on a daily basis, retaining people's attention is very hard. That is why Visit Norway's goal is to make an impression on viewers, rather than reach as many as possible.

Content strategy

At the core of their content strategy are the stories because, as Katrine explained, stories trigger emotions and memories, amongst many other feelings. These triggers can awake a feeling in the traveller to want to visit the destination through the underlying motivations, which are: escape, broadening cultural horizons, social immersion, extravagant indulgence, control, energy, sharing and caring, adventure in the world of natural beauty and playful liberation.

Campaign strategy

Their campaigns follow a show-tell-sell model, which at the same time means they are data-driven.

  1. Show. Build a broad audience that gives a solid audience foundation for retargeting even more video content.
  2. Tell. Retarget the audiences that show interest by either watching a lot of videos or having visited the website.
  3. Sell. Tactical content is designed to drive traffic to each partner's website (retargeting).

Katrine explained that they track engagement with campaign videos to learn about consumers' interests, shares, etc., in order to drive sales from the audience.

Distribution strategy

The key to Visit Norway's distribution strategy is to be consistent with its presence and representation, which they do across all social media platforms. To have the best possible results, they always create channel-specific content, which allows for the material to have a bigger impact on the channel.

Katrine emphasised that messages that build consciousness indirectly build attractiveness for important customer groups, so she encouraged everyone to give advice through their campaigns.

In addition, she mentioned that Norway was awarded 2nd place for the 'best destination in 2022' by Lonely Planet in the matter of sustainability. Katrine said that in cases in which the industry does good, it is important to support them and get the message out!

Katrine explained that despite the challenge that flattening the visitors' curve might represent at times, the key rests on targeting new groups constantly, but also on building new market opportunities off-seasons to allow for those visitors to come and still experience the country fully.