Innovation Norway’s journey to Innovation Presentation at #SoMeT14AU 17.7.2014 Hans Petter Aalmo Head of web and mobile @visitnorway.com

1. Innovation Norway’s journey to Innovation
#SoMeT14AU 17.7.2014
Hans Petter Aalmo
Head of web and mobile @visitnorway.com

2. Agenda today
1. Some case studies
– 360
– The Scream
– Games
– The best of Fjord Norway
TODAY:
• About Innovation Norway and visitnorway.com
• SoMe works
– 360
– The Scream
– Games
– The best of Fjord Norway
Photo:
Terje
Rakke

3. Agenda today
1. Some case studies
– 360
– The Scream
– Games
– The best of Fjord Norway
TODAY:
• About Innovation Norway and visitnorway.com
• SoMe works
– 360
– The Scream
– Games
– The best of Fjord Norway
Photo:
Terje
Rakke

4. Not the typical NTO
Innovation Norway is the Norwegian Government's most important instrument for
innovation and development of Norwegian enterprises and industry.
Represented in more than 30 countries worldwide we assists
Norwegian businesses grow and find new markets.
One of the many tings we do is to promote Norway as an attractive tourist
destination - in addition to a wide range of services for the tourism industry.
Innovation Norway is the Norwegian Government's most important
instrument for innovation and development of Norwegian
enterprises and industry.
Represented in more than 30 countries worldwide we assist
Norwegian businesses grow and find new markets.
One of the services we provide for the tourism industry is to
promote Norway as an attractive destination.
NOT YOUR AVERAGE NTO
Photo:
Ole
C.
Salomonsen/arc8clightphoto.no

5. Not the typical NTOB2C VISION FOR THE TOURISM DIVISION:
To make it easy to choose Norway
Photo:
Frithjof
Fure

6. Visitnorway.com had 22 million visits in 2013
1.5 % from Facebook
Photo:
Terje
Rakke

7. FOCUS FOR DEVELOPMENT ON VISITNORWAY.COM
1. Further develop content and services
-Improve travel product descriptions
2. Improve the visitnorway.com platform for partners and campaigns
3. Fast track to booking offering bundled services

8. Improve
product
quality,
in
coopera4on
with
des4na4ons
and
the
industry
Develop
services
based
on
the
individual
products
Inspira4onal
theme
and
segment
planning
tools
1.
Services
builds
on
high
standard
travel
products

9. Agenda today
1. Some case studies
– 360
– The Scream
– Games
– The best of Fjord Norway
TODAY:
• About Innovation Norway and visitnorway.com
• SoMe works
– 360
– The Scream
– Games
– The best of Fjord Norway
Photo:
Terje
Rakke

10. FUN AND GAMES – USER ENGAGEMENT
Visitnorway.com has
3 free online games
Screen capture
Holmenkollen Ski Jump 2 is the
latest - launched in 2009 by the
Mayor of Oslo
Play at
visitnorway.com/holmenkollen

11. roi
Innovation Norway is the Norwegian Government's most important instrument for
innovation and development of Norwegian enterprises and industry.
Represented in more than 30 countries worldwide we assists
Norwegian businesses grow and find new markets.
One of the many tings we do is to promote Norway as an attractive tourist
destination - in addition to a wide range of services for the tourism industry.
RETURN ON INVESTMENT
Generated 6 million++ clicks to the partners & visitnorway.com
Over 450 million games played and counting
Collected 30.000+ email subscribers
More than 215.000 YouTube videos
No paid marketing

13. Not the typical NTO
Innovation Norway is the Norwegian Government's most important instrument for
innovation and development of Norwegian enterprises and industry.
Represented in more than 30 countries worldwide we assists
Norwegian businesses grow and find new markets.
One of the many tings we do is to promote Norway as an attractive tourist
destination - in addition to a wide range of services for the tourism industry.

14. Not the typical NTO
Innovation Norway is the Norwegian Government's most important instrument for
innovation and development of Norwegian enterprises and industry.
Represented in more than 30 countries worldwide we assists
Norwegian businesses grow and find new markets.
One of the many tings we do is to promote Norway as an attractive tourist
destination - in addition to a wide range of services for the tourism industry.
SoMe LOVES KILLER CONTENT
2.5 million views – no paid marketing
1.1 million views from StumbleUpon alone
Photo:
Pål
Vindfallet
See
it
at
hBp://www.visitnorway.com/360/geiranger/
Screen
recording

15. WINGSUIT ANYONE?
1 million views in 30 days
Se
it
at
hBp://www.visitnorway.com/en/games-­‐and-­‐more/wingsuit-­‐video/
Screen
recording

17. THE SCREAM
Our most award winning campaign ever. Film

18. Film

19. SCREAM AWARDS
Golden City
Gate Award
Photo:
Per
Eide
Riga International Tourism
Film Festival
Zagreb Tourfilm Festival
ART&TUR – Int’l Tourism
Film Festival 2013
Cannes Corporate
Media & TV Awards 2013

20. TripAdvisor Sponsorship
Incl
Forum

21. TripAdvisor Sponsorship
Incl
Forum

23. REISETIPS (My travel tips)

25. Not the typical NTO
Innovation Norway is the Norwegian Government's most important instrument for
innovation and development of Norwegian enterprises and industry.
Represented in more than 30 countries worldwide we assists
Norwegian businesses grow and find new markets.
One of the many tings we do is to promote Norway as an attractive tourist
destination - in addition to a wide range of services for the tourism industry.
THE BEST OF FJORD NORWAY
Awarded gold for the best SoMe campaign
2013 from HSMAI
Film
hBp://vimeo.com/85254664

26. WHERE DO WE GO FROM HERE
Tech-savvy & well informed consumers
Trends driven by mobile
Compressed decision
process
From 3++ months to NOW!
travelling without a reservation.
Photo:
Werner
Harstad

27. DMO = Destination Management Organisation
Make sure the ground experience is as good as possible
TripAdvisor is only a click away.
SEO is changing - create useful, unique & beautiful
content that people share. Remember the context.
Photo:
Anders
Gjengedal

28. At last
http://www.youtube.com/watch?v=tHpY5tYL5XM
Backup

29. @HANSPETTERAALMO
HANS.PETTER.AALMO@VISITNORWAY.COM
TUSEN
TAKK!
(Thanx)
Photo:
Terje
Nesthus/Fjord
Norway