Innovation Norway’s journey to Innovation. Presentation at #SoMeT14AU

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

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Innovation Norway’s journey to Innovation. Presentation at #SoMeT14AU

  1. 1. Innovation Norway’s journey to Innovation #SoMeT14AU 17.7.2014 Hans Petter Aalmo Head of web and mobile @visitnorway.com
  2. 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. 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. 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. 5. Not the typical NTOB2C VISION FOR THE TOURISM DIVISION: To make it easy to choose Norway Photo:  Frithjof  Fure    
  6. 6. Visitnorway.com had 22 million visits in 2013 1.5 % from Facebook Photo:  Terje  Rakke  
  7. 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. 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. 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. 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. 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  
  12. 12. 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.
  13. 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. 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    
  14. 14. WINGSUIT ANYONE? 1 million views in 30 days    Se  it  at  hBp://www.visitnorway.com/en/games-­‐and-­‐more/wingsuit-­‐video/   Screen  recording    
  15. 15. THE SCREAM     Our most award winning campaign ever. Film
  16. 16. Film  
  17. 17. 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
  18. 18. TripAdvisor Sponsorship Incl  Forum    
  19. 19. TripAdvisor Sponsorship Incl  Forum    
  20. 20. REISETIPS (My travel tips)
  21. 21. 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  
  22. 22. 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  
  23. 23. 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  
  24. 24. At last http://www.youtube.com/watch?v=tHpY5tYL5XM Backup
  25. 25. @HANSPETTERAALMO HANS.PETTER.AALMO@VISITNORWAY.COM TUSEN  TAKK!  (Thanx)   Photo:    Terje  Nesthus/Fjord  Norway  

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