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Brand Platform for norway as a tourist destination Revised 2012

introduction 3

Background 4

executive summary 5

Key insights 6

segmentation 7

defining Norway’s position 8

Brand platform 10

Mission and vision 11

Unique selling points 12

evidence for Unique selling points 13

Target group 15

Brand image 16

Brand strategy 17

Brand values 19

Tone of voice 20

images 21

Contents

Foto: Per Eide/Visitnorway.com

Foto: CH/Visitnorway.com

Foto: CH/Visitnorway.com Foto: Johan Berge/Visitnorway.com Foto: Johan Wildhagen/Visitnorway.com

introduCtion

The brand strategy should form the basis for everything:

• Adestinationbrandreferstoadestination’scompetitiveidentity.Itiswhatmakesthedestinationdistinctiveandmemorable.

Itdifferentiatesacountryfromallothers,anditisthefoundationofinternationalcompetitiveness.

• TheNorwaybrandrepresentsthecoreessenceofNorwayasatouristdestination;itsvalues,brandpromiseanditsuniquesellingpoints.

Thewayinwhichthebrandispresentedmightdifferfordifferenttargetgroups,butourcorebrandvaluesanduniquesellingproposition,likesomeone’s

personality,areessentiallyalwaysthesame.

• ThebrandplatformformsthebasisforeverythingtheNorwaybranddoes–productanddestinationdevelopment,salesandmarketcommunication.

• ThepurposeofthebrandplatformistobeaguideforeverybodyworkingindevelopingorsellingNorwayasaholidaydestinationtoensurewealways

liveuptoourbrandpromise.

“The most dramatic and rich fjord and coastal experience in the world”

BaCkground

• Extensiveresearchconductedinkeymarketshashighlightedtheneedtorevitaliseandtightenupthe2006brandstrategy.

Consumersarebecomingincreasinglydiscerningandarelookingforawiderrangeofexperienceswhentheyareonholiday.

•2012-30%ofpeoplequestionedwereconsideringgoingonholidaytoNorwayinthenextthreeyears(thisishighcomparedtoneighbouringcountries).

However,convertingthisinterestintovisitshasprovendifficult.

•TheresearchconfirmsthatNorway’scompetitivepositionshouldbebasedonitsspectacularnatureandnaturaltreasures,butindicatesthatnatureon

itsownisnotenough.Norwayneedstoenhancewhatitoffers,from:

•naturealonetonature&culture

•passiveobservationtoactiveparticipation

•remoteandisolatedtoinhabited,approachableandaccessible

•Inanincreasinglycompetitivemarket,Norwayalsoneedsaclearbrandpositionthatdistinguishesitfromitskeycompetitors.

•Byenhancingthebrand,creatingaclearcompetitivepositionandeffectivelycommunicatingthis,wewillreducetheimpactofthemainbarrierto

choosingNorway,i.e.cost.

*IpsosOptimareport2011conductedinGermany,HollandandRussia

Mission:IncreasevaluecreationandsustainabilityforNorwegiantourism

Vision:By2018,Norwaywillhaveasustainabletravelandtourismindustrythatsucceedsinattractingnature-lovingexplorerswhoseekaccessibleandstrongexperiencesinspectacularnature

Ourpromisetothetourists:Themostdramaticandrichfjordandcoastalexperience in the world

Norway’stargetgroup:Explorers-Theirmainmotivationfortravellingistoexplorenewterritories;nature,culture,locallife,foodandtraditions.They also want to gain new energy and to broaden their horizons Norway’suniquesellingpoints:-Spectacularfjords,coastandnaturalphenomena-Freshseafoodandcoastalspecialities-Nature-basedactivities-Thrivingcoastalculture

Brandvalues:Fresh–Real–Adventurous–Open-mindedThisisencapsulatedinthepay-off

Thisisencapsulatedinthepay-offNORWAY POWERED BY NATURE

exeCutive summary

Foto: CH/Visitnorway.com Foto: CH/Visitnorway.com

Foto:PaalAudestad/FjordTours

Foto:FrithjofFure/Visitnorway.com

Photo:BjørnEirikØstbakken/Visitn

orway.com

key insights

segmentation: CenCydiam, our segmentation tool is is Changing the way norwegian travel exPerienCes are develoPed, marketed and sold

Geographical competitors:Sweden, Denmark and Finland

Nature-based competitors:Canada, Alaska, Austria, Switzerland, Scotland and New Zealand

• Whereasinthepastwehavemainlylookedatsocio-demo graphicswhendefiningthetargetgroup,weare nowabletoalsolookatthemotivationforchoosingaholiday.

•ThereareeightmotivationalsegmentsintheCencydiammod el.Eachhastheirowncoremotivationsandpreferenceswhile on holiday.

•Basedonthesizeofthesegments,Norway’sandits competitors’perceptualfitwiththesegments,Norway’sbest prospectistotargetthe«exploration»and«broadeningyour horizon» segments.

Formoreinformationabouttheresearchandthesegments:seeIpsosOptimareport2011conductedinGermany,theNetherlandsandRussiawww.innovasjonnorge.no/Reiseliv/Markedsdata/

defining norway’s Position: oPPortunities for norway’sComPetitive Positionig

to strengthen the norway Brand we need to 1) Identify consumer needs when choosing a holiday,2) which Norway can credibly deliver on 3) where Norway is unique - This defines the opportunities for Norway’s competitive position

defining norway’s PositionNatureremainsourkeysellingpoint,butwemustidentifythemostuniqueandattractivepartofNorway’snatureandenhancewhatitofferswithculture,activitiesandfood–areasweknowareimportanttoourtargetgroup

Nature

Culture Activities Food

Foto:O

leChristianSalomonsens/Visitn

orway.com

Brand Platform

mission and vision

mission

IncreasevaluecreationandsustainabilityforNorwegiantourism

vision By2018,Norwaywillhaveasustainabletravelandtourismindustrythatsucceedsinattractingnature-lovingexplorers,whoseekaccessibleandstrongexperiencesinspectacularnature

Foto: Bjørn Jørgensen/Visitnorway.com

Foto:TerjeRakke/NordicLife/Visitnorway.com

Foto: Per Eide/Visitnorway.comFoto: CH/Visitnorway.comFoto: CH/Visitnorway.comFoto:FrithjofFure/Visitnorway.com

Foto:SóniaArrepiaPhotography/Visitnorway.com

unique selling Points: Brand norway is defined By four areas where it is CrediBle, relevant and unique

Wehavefouruniquesellingpropositions,allofwhichadduptoatouristexperiencethatcreateslastingmemories.TheNorwaybrandisdefinedbythefollowingcredible,relevantanduniqueareas:

Nature

Culture Activities Food

Fresh seafood

and coastal specialties

Spectacular fjords, coast and naturalp

phenomena Thrivingcoastal culture

Nature- based

activities

evidenCe for the unique selling Points: the evidenCe that makes our Position CrediBle, attraCtive and unique (1)

Fjords, coast and natural phenomena:Norwayisdefinedbyherlongcoastlineandproximitytothesea.Thenarrowfjordscuttingdeepintotheheartofthecountry,thesteepmajesticmountainssoaringstraightupfromtheseaandtheworld’smostbeautifularchipelagosmakeupadramaticlandscapeofseaandmountainsthatismorespectacularthananywhereelseintheworld.Thedramaticqualitiesofnatureareunderlinedbytheplayoflightanddark,dayandnight,bytheMidnightSunandtheNorthernLightsandbytheclimaticextremesfromtheArctictothesouthofNorway.ThecoastisneverfarawayinNorway.Itisapublicspaceforeveryonetoenjoy.Norwegianinfrastructureismodernandwelldeveloped,makingiteasyforeveryonetogetaroundandexperiencenature.

Nature-based activities:Norwayoffersnearlyunlimitedopportunitiestointeractwithandgetclosetodramaticnature.Thewidevarietyofactivitiesonoffer,fromgentletothemoreextreme,provideunfilteredexperiencesandcreateadirectandimmediatelinkbetweenmanandnature.

Foto: CH/Visitnorway.com

Foto:TerjeRakke/Nordiclife/Visitnorway.com

Foto: Per Eide/Visitnorway.com Foto: Bjørn Jørgensen/Visitnorway.com

evidenCe for the unique selling Points: the evidenCe that makes our Position CrediBle, attraCtive and unique (2)

Seafood and coastal specialities:Forcenturies,theseahasbeenthemainsourceoffoodinNorway.Accesstoanabundanceoffreshrawproduceisthebasisforanauthenticandconstantlydevelopingmarinefoodculturerenownedforthequalityofitsingredients,freshfromthesea.Thecoastalclimatealsocreatesprimeconditionsforlamb,fruit,berriesandotherfreshandnaturalproducethatowetheirqualityandflavourtonatureitself.Gastronomicexperiencesareplentiful,providedbyNorway’smanyinternationallyrenownedchefsorbyquality-consciouscookswhorepresentthelocalfoodculture.

Thriving coastal culture:TherelationshipbetweenNorwegiansandNorwegiannatureisinstinctiveandstrong.Norwegiansareoutdoorpeoplewhomakeactiveuseoftheirstunningsurroundingstoengageinactivitiesthatstimulatebodyandmind.ThelongcoastlinehasnaturallymadetheNorwegianafisherman,boat-builderandseafarer.ThereisanunbrokenseafaringtraditionfromtheVikingAgetoNorway’spositiontodayasaleadingmaritimenation.Today,thislongtraditionanddistinctiveculturecomestolifeeverydayinthemanythrivingcitiesandcommunitiesalongthecoast,which,throughcenturies,havebeenbasedonrespectfornature’sbountyandhaveprovidedthefoundationforclearlydefinedsocialvalues. Foto: CH/Visitnorway.com

Foto:FrithjofFure/Visitnorway.comFoto:FrithjofFure/Visitnorway.com

Foto: Visitnorway.com

target grouP: exPlorersWhat they look for: Norway’stargetgroupisexplorers.Theirmainmotivationfortravellingistoexplorenewterritories;nature,culture,locallife,foodandtraditions.They also want to gain new energy and to broaden their horizon. Who they are:Theytendtobewelleducated,areseasonedtravellers,technologysavvyandtravelwithoutchildren.

Active explorers:This group tends to favour physical active experiences in nature such as hiking, cycling, fishing etc. They are usually found in markets closer to Norway.

Curious explorers:This group seeks more cultural content in addition to nature experiences and favour sightseeing, roundtrips and city trips. They look to increase their cultural capital.

within this target grouP there are two suB segments:

Foto: Johan Wildhagen/Visitnorway.com Foto: CH/Visitnorway.com

how we want tourists to PerCeive norwayBrand image:

Norwayisaspecialplace,andgoingtheremakesmefeelspecialtoo.Thequalityanduniquenessofthedestinationsayssomethingaboutmeandgivesmethestatusofadiscerningpersonwhodemandsmorefrommyholiday.

ThereissomuchtodoandseeinNorway,andeverythingissoaccessible.Icanexploreextraordinarynature,experienceathrivingcultureandenjoyexcitinglocalfood,whichmakesmyholiday complete.

Norwaymakesmefeelpartofnature.Itisfresh,dramaticandunspoilt,andanincredibleplaygroundforlotsofexcitingactivities.

AholidayinNorwayisapricelessadventure.IreturnfromNorwayinvigoratedandenrichedbyexperiencesthatwillmakealastingimpression.

Norway is an adventure, an experience that will stay with me forever.

Foto:AndersGjengedal/Visitnorway.com Foto:TerjeRakke/Nordiclife/Visitnorway.com

Foto: CH/Visitnorway.com Foto: CH/Visitnorway.com

Foto:JensHenrikNybo/Visitnorway.com

Brand strategy

ENHANCE WHAT NORWAY OFFERSToincludeculture,history,people andsocietyandgivethetourists aricher,multidimensional experiencebeyondnaturealone.

REFlECT OUR BRAND vAlUESvAlUESBeconsistentwithourbrandvalues.Allcommunicationshouldseektoengagetheconsumerbyproviding an insight into the Norwegianvalues.

DEmONSTRATE ACCESSiBiliTY Infrastructure,productsand servicesthatmakethingseasy forthetourist–nottoofaraway, notdifficulttogetto,easyto plan,book,combine,explore and interact. PROmOTE ACTivE PARTiCiPATiON Productsandservicesthatallow forinteractionandparticipation.

PROFilE Prioritisethespectacularfjords,coastandnaturaltreasures.Befreshandinformal–withanedgeor depth that engages.

The brand strategy should form the basis for everything the Norway brand does – product and destination development, distribution, sales and marketing must:

Context for Brand strategy: the Context that makes norway relevant

Adventurousandresourcefultravellersseekexperiencesthatrepresentasharpcontrasttowhatisofferedbydestinationsinapredominantlyflat,urbanisedcontinentalEurope.Theyareeagertoactivelyexplorenew,excitingterritoriesandexpandtheirhorizonsthroughinteractionwithunknownpeopleandcultures.NorwayasadestinationontheoutskirtsofEurope,yetstillveryaccessible,meetsthisneed.

Foto: CH/Visitnorway.com Foto:TerjeRakke/NordicLifeAS/Visitnorway.com

Foto:TerjeRakke/NordicLifeAS/Visitnorway.comFoto:MarteKopperud/Visitnorway.com Foto:KristinFolslandOlsen/Visitnorway.com

fresh Freshness,healthy,clean,unspoilt,refreshing,cool,vital,alive,crisp,marine

real Natural,authentic,genuine,honest,unpretentious,rough

adventurous Surprising,curious,exciting,active,undiscovered,varied

oPen-minded Open,liberal,informal,direct,egalitarian

Brand values :

forms the Basis for all CommuniCation and Behaviour

Foto:FredrikSchenholm/Visitnorway.com

Foto:HåvardMyklebust/Visitnorway.com Foto: CH/Visitnorway.com

Brand CommuniCation: tone of voiCe

The Norway brand should have a consistent and a distinctive tone-of-voice that should come across in all communication:

• TheNorwaybrandshouldhaveaconsistentanddistinctivetoneofvoicethatshould comeacrossinallcommunication:•Befreshandinformal–withanedgeordepththatengages.•Usecopyasanopportunitytocommunicatethebrandvalues,notjusttodescribe asubjectorthepicture–gobeyondtheobvious.•Structurecommunicationfromthetouristperspective,notaccordingtointernal organisation or geography.

Foto:KristinFolslandOlsen/Visitnorway.com

Foto: CH/Visitnorway.comFoto: CH/Visitnorway.comFoto: CH/Visitnorway.com

Foto:TerjeRakke/NordicLifeAS/Visitnorway.com

Brand CommuniCation: images (1)

images of spectacular nature are the most powerful element in the communication of the brand. The images must convey that Norway has nature and culture, that it is inhabited and a place for social experience and active participation.

•Imagesmustreflectthevalues;real,fresh,adventurous,openminded.

•Thecoloursshouldbecleanandfresh,showingthecontrastsinNorwegiannature.

•Stand-aloneimagesshouldcreateaWOWeffect,evokeemotionsandconveythatthiscouldonlybeNorway.

• WherethereismorethanoneimagethereshouldbevariationinthetopicthatreflectstheuniqueaspectsofNorwayi.e.inabrochureshownatureANDculture,foodandactivities.

•Focusonspectacularfjords,coastallandscapesandselectednaturaltreasures(MidnightSun,NorthernLightsetc.).

•Combinenaturewithactivesituationsandfeaturesocialinteractionbetweenpeople.

Foto:FredrikSchenholm/Visitnorway.com

Foto:TerjeRakke/Nordiclife/Visitnorway.com

Foto:TerjeBorud/Visitnorway.com

Foto: Bjørn Jørgensen/Visitnorway.com Foto: Johan Wildhagen/Visitnorway.com

Brand CommuniCation: images (2)

• Useimagesoflocalpeopleortouristsasappropriateforthecontext.• Interactionbetweentouristsandlocalpeople.• Intypical/traditionalsettings,reinforce“Norwegianness”byfeaturinglocalpeople.•Showcoastalcities,townsandvillages,includingtheirculturalattractions.•Highlightaccessibility,e.g.byshowingroads,carsorothersignsofinfrastructure thatmakessitesaccessible.•Showallseasonstohighlightgreatvariationanduniqueexperiencesallyearround.•Lotsandlotsofseafoodandotherspecialitiesinnaturalandsocialsettings.

Foto:FrithjofFure/Visitnorway.com

Foto: CH/Visitnorway.com Foto:TerjeRakke/NordicLife/Visitnorway.comFoto:JensHenrikNybo/Visitnorway.comFoto:HåvardMyklebust/Visitnorway.com