Cannes Lions

Norway is not just for tourists

VG, Oslo / INNOVASJON NORGE / 2019

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Overview

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Overview

Background

Norway has been a country to visit for tourists for some time now, and in recent years norwegians has started to look to their own country when planning long weekends and vacations. According to a study done by FINN Travels 20 % of Norwegians had plans to spend their summer in Norway, most of whom wanted to see Lofoten. But Norway is so much more than Lofoten, and that’s what Innovasjon Norge wanted to show readers. Innovasjon Norge is behind Visit Norway, the online travel site and app. So we decided to make six beautiful travel articles with photos and videos.

The main KPIs for this case were:

To inspire readers to travel more in Norway, on vacations as well as on long weekends

Direct traffic to visitnorway.com

Draw attention to Visit Norway's app

Ultimately we wanted Norwegians to see all the things Norway has to offer.

Idea

This is the second year we collaborate with Innovasjon Norge in creating travel articles, and we've had an idea as to how we could do to make this years campaign better. The first year we focused on beautiful regions in Norway, and even though it was a successful campaign, there's always room for improvement. For this campaign we created and distributed travel articles with narrower and more audience targeted themes in an attempt to increase the amount of readers that would actually travel to the places we tell them about. Our hypothesis: If the readers get travel inspiration that speaks directly to them and their interests, more readers will actually travel in Norway.

The main objective was to obtain the attention of the Norwegian public. The six different articles did however have their own theme, so the theme of the article would hit a target audience based on their interests.

Strategy

The main objective was to obtain the attention of the Norwegian public. We want to reach all of VGs readers who like to travel, and who would be interested to knowing more about travelling in Norway: where to go, what to see, what to do, what to eat and who you could meet. The six different articles did however have their own theme, so the theme of the article would hit a target audience based on their interests. The articles were in a way targeted with the themes of the articles, but the campaign in total was directed to the VG readers.

The themes of the article were: Travelling experiences for friends, romantic getaways, family vacations the kids will love, chilling experiences by the water, the ultimate Norwegian road trips and spectacular places to spend the night.

Execution

To get people inspired to travel, they need to see what they are missing out on. So we had to show them all the best parts of Norway. This can not only be done by writing, so a massive part of the campaign are the beautiful pictures and films of the places we visited.

A writer and a video producer spent the spring travelling all through Norway. Within three weeks we drove 6000 kilometers, and went on 12 flights around Norway.

This resulted in six beautiful travel pieces, with text, photos and films, distributed on VG.no, Norway's biggest online newspaper. Every weekend an article was distributed on an editorial placement on the front page of VG.no. The front-entrance to the articles is closely monitored and optimized to gain traffic.

We also made six videos that went out on VGs Facebook page and its 747.000 followers.

Outcome

The campaign was a massive success in every way! The six articles got a total of 651.251 page views, which is a lot considering Norway only has 5 million inhabitants. The results are also 46 % better than our benchmark. The articles had an average active reading time of 1 minute and 18 seconds, which is 38 seconds better than the benchmark reading time our content.

The other KPIs for the campaign was to direct traffic to visitnorway.com and to their app, and so we did. By linking to Visit Norways page at every stop in the articles we managed to direct 13.591 clicks to Visit Norway, which gives a CTR of 2,08 % – just over benchmark on that one. But with the clicks on the links that guides you to downloading the app (or updating it) (9975), the CTR goes up to 3,6 %.