Innovation Norway, the official Norwegian tourism and trade organization, is hoping to harness the powerful draw of the magical Northern Lights by launching an integrated marketing campaign to position northern Norway as the ultimate destination for seeing the Aurora Borealis.
The anchor of the five-market campaign is an innovative and interactive microsite, www.visitnorway.co.uk/mynorthernlights . As well as providing information on how and where to see the natural phenomenon, it hosts an interactive “viral” where visitors create their own Northern Lights. Aurora “paintings” are then saved as personalized landing pages and can be shared with friends via email, Twitter, and Facebook. Each user can see Northern Lights created by their friends, which are saved with their name as stars in the sky.
Partners in the Northern Lights marketing campaign include tour operators Hurtigruten, Activities Abroad, and Specialised Tours, and destinations Finnmark Tourist Board, Visit Troms, Lofoten Winter, and Savalen.
Catherine Foster, country manager, Innovation Norway UK, said: “Seeing the Norwegian Northern Lights is a magical experience. We wanted to create a forum where people who wish to experience this natural phenomenon, and those who want to share their memories of the Aurora, can interact and also create their own Northern Lights. Our microsite is an innovative and informative tool, which helps convey the beauty and mysticism of this once-in-a lifetime experience.”
The online campaign targets consumers in five international markets: UK, Germany, France, Sweden, and Norway. Online elements are supported by a range of insightful blogs, on www.visitnorway.co.uk/mynorthernlightsblog , and a branded Twitter feed, http://Twitter.com/NorwayAurora . Additionally, the campaign will utilize online PR, tactical advertising, and SEO.
Offline activity includes trade and consumer advertising, supported by a major PR initiative. A major online agent’s training initiative will be announced shortly.