The Norwegian Tourist Board has appointed Leo Burnett to help
increase the numbers of tourists visiting its shores from the UK.
The UK and Germany are Norway’s two biggest sources of visitors, and the
tourist board hopes to build on earlier successes by emphasising the
friendliness of the people, as well as the beauty of its ski areas,
coastal resorts and sea cruises.
Burnetts will start the first leg of a national press campaign in
December featuring Norway’s ski areas, which came to prominence three
years ago when the Winter Olympics were held in the town of
Direct response advertising in the national press will be followed in
January by a tightly targeted below-the-line push, as will subsequent
Barbara Elson, the head of database marketing at Burnetts, called the
win a ’fantastic opportunity to further demonstrate Burnetts’
brand-building capabilities through direct marketing’.
Burnetts landed the account without a pitch following an introduction
via its Norwegian office, Leo Burnett Oslo. Backed by a budget of around
pounds 1 million, it was awarded on a full-service basis, and Burnetts
will also handle the media of Norwegian leisure companies acting with
the tourist board.
Per Holte, the director of the Norwegian Tourist Board in the UK, said:
’We wanted a new creative approach and we know that this is what
Burnetts will deliver.’
Norway has been very low-key in the advertising market since a tourist
board report in December 1995 criticised the travel industry for
ill-advised international advertising and product campaigns.