NI Commercial

Visitnorway.com

Visitnorway.com aimed to raise their profile in the UK and invested in communicating the uniqueness of Norway as a travel destination to a target audience of 35+ ABC1's. 

With the help of The Times and Times Online, the successful journey of capturing and educating the audience about Norway led to spark interest and generate calls to action.

Campaign objectives:

• To raise attention on Norway as a summer holiday destination
• Build and increase knowledge on Norway as a place to visit
• Create desirability and give reason to consider it as a place to go away to
• Drive direct response, including traffic to the corporate website and enter a competition with a chance to win a trip to Norway.

Why The Times and Times Online:

• The Times and Times Online have a strong connection with Visitnorway.com’s target consumers with 8m readers being 35+ ABC1.
• Visitnorway.com wanted to utilise the unique array of platforms offered by The Times and Times Online where consumers come to as a trustworthy source.
• The scope and ability to communicate Visitnorway.com’s propositions to appeal to consumers

Solution:
The campaign hosted a range of touch points designed to captivate, educate and seduce the target audience.  This involved:

• Display advertising in The Times throughout the campaign to raise attention and tease consumers to enter a competition and pick-up a 12 page supplement
• Times Weekend editorial fully exploiting Norway as a summer holiday destination helped educate and increase consumer knowledge on the destination
• Times Online hosted a microsite within its Travel section filled with all things one needed to know about Norway
• A branded polybag further raised awareness.

Results:
Performance of the campaign proves a success story.  Each part of the campaign contributed to raise, educate and heighten desirability to consider Norway as a holiday destination. 

• Huge recall for the 12 page supplement with 79% of the audience who recall the campaign in The Times
• The Times/ Times Online contributed 76% of Visitnorway.com’s competition entries which totalled over 13,000 over 4 weeks
• 80% of the total traffic generated to Visitnorway.com was attributed by the 12 page supplement on Norway

Source: YouGov Jul 2009