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Nor t hern Li g h ts – c ampai g n s t r a t e g y 2012/2013

Nor t hern Li g h ts – c ampai g n s t r a t e g y 2012/2013. 1. 1. • • • •. O v e r v i e w all Bud g e t Mar k e ti n g mix Me d ia m i x Campaign ti m i n g. mar k e ts. 2. Ma r k e ts and Bud g e t (MN O K). IN ( ø r eme r k e d e No r d -N- mid l e r , u t g j ø r 6 , 3

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Nor t hern Li g h ts – c ampai g n s t r a t e g y 2012/2013

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  1. NorthernLights– campaign strategy 2012/2013 1

  2. 1. • • • • Overviewall BudgetMarketing mix Mediamix Campaigntiming markets 2

  3. MarketsandBudget(MNOK) IN (øremerkede Nord-N-midler, utgjør6,3 MNOK) NNR* (ihtoversikt overøremerkede midler) NNR- partners (Nord-Norsk næring) HRG INlocal partners (TO, airlines) TOTAL BUDGET 03.07.12 UK 4,5 (2,0) 0,3 0,25 1,3 tbc 6,35 DE 3,5 (1,8) 0,3 0,6 tbc 4,4 NL 1,9 (1,0) 0,2 0,2 tbc 2,3 SE 0,9 (0,5) 0,3 0,27 0,22 1,69 NO 1,0 (1,0) 0,35 0,3 0,3 1,95 SEM 0,5 0,5 Total 12,3 (6,3) 1,45 0,82 2,62 17,19 3 *Inaddition:NNRwithNOK100.000in FranceandNOK80.000inRussia.

  4. Budget split(%) Visitnorway (landingpages) creative, distribution* Reasons togo GO! UK 65% 22% 13% DE 47% 31% 22% NL 55% 35% 10% SE 47% 30% 23% NO 33% 32% 35% * Mainlytobecoveredbypublicfunding. 4

  5. Marketing mix *Publicfundingandindustrycontribution 5

  6. Mediamix Share of mediaspending ALL 12.472.100 14% 24% 3% 7% 20% 26% 5% 1% 6

  7. Campaign timing - all markets UK DE NL SE NO SEM/Google MyNorthernLight Aug Sept Oct Nov Dec Jan Feb Mar Apr

  8. 2. Campaign objectives and target groups (overview) 8

  9. Themain objectivesforthe campaignis to: 1. CementNorway’spositionas theleading countrytoseetheNorthernLights. Communication 2. MotivatethetargetgrouptovisitNorthern NorwayandHurtigrutenthiswinterby communicatethenumberofexperiencesyou canhaveonawinterholidayinNorthern Norway. Visitnorway 3. Drivesales partners. forthecommercialcampaign Salesactivites withcommercial partners Visitnorway BookNorway 9

  10. Maintargetgroups • Inputfrom NNRregardingallmarkets: Explorers interestedinnaturebasedholidays.Motivated by:Seeing new places, Experiencinga newcountryandnew culture,enrichment.Couplesor individuales– nochildren in party.Aboveaverage incomeand education. Targetlifestyle, from 35 – 65 years 11

  11. 3. • • • • • GREATBRITAIN Goals Targetgroup Profileandcommunication Mediamix Timing 12

  12. GoalsandIndicators Campaigngoals: GreatBritain Increaseinbrandstrength 50% increaseinvisitstoVisitNorway.co.uk 10% increaseinclickthroughratestoNorthernnorway.comandHurtigruten VisitNorwaytodeliver10%oftotal numberofvisitorstoBookNorway • • • • Salesgoalsforthecampaignpartners: 10% increaseinsalesforHurtigruten IncreaseinsalestoNorthernNorwaybyUKcampaignpartnertouroperators(tobe definedbyTOand IN) IncreaseinsalesforsuppliersinNorthernNorway • • • Indicators: SSB: 30% increaseinUKhotelbed nightsinNorthernNorway(Nov12–April13) AVINOR:IncreaseinUKleisuretravellerstoNorthernNorway(Nov12–April13) • •

  13. Profile- communicationmessage - products- salespoint Great Britain Profile Whatdowe wantto communicate(what isthecore message)? Whatisthe impressionwe wantto leavebehind? (Etterlattinntrykk) Productsin thecampaignthat supportthecommunication (canwe deliverwhatwearesaying). Wheretobuy? Whoaresellingthese products–e.g.touroperators, BookNorway,directwith supplyer? HR Norway´s Northern Lights Hurtigruten–a magicaladventurein thesearchofthe NorthernLights HRG isthebestwayto experiencetheNorth Norwegianwinterand NorthernLights HRG:ClassicRoundVoyagesand shorterpackages(TOS-KKN-TOS, BGO-TOS,TOS-BGO,)partlywith directcharterflights,andpre/post programme =>Specialoffertbd Direct(CRC, online),Travel Agents Perfectdestinationto seethenorthernlight Norway´s Norhtern Lights Aftera holidayin NorthernNorwayyou willfeelenriched,gain recognitionandgain newknowledge Nordlyssafari,Hundekjøring Samiskkultur,Kajakk,Havfiske Snøscootersafari Natursafari- bl.ahavørn,hval Vinteropplevelser(medog utenski) Ishotell Hurtigruten Touroperators BookNorway Directsupplier IN/ NN 15

  14. Mediamix2012/2013 Share of mediaspending UK DE NL SE NO INT. 16

  15. GreatBritain Mainactivities and timing VisitNorway Online Television Press Utendørsreklame ScandinaviaShow Inserts Google Aug Sept Oct Nov Dec Jan Feb Mar

  16. 4. • • • • • GERMANY Goals Targetgroup Profileandcommunication Mediamix Timing 18

  17. GoalsandIndicators Campaigngoals: Germany Increaseinbrandstrength 50% increaseinvisitstoVisitNorway.de 10% increaseinclickthroughratestoNorthernnorway.comandHurtigruten VisitNorwaytodeliver10%oftotal numberofvisitorstoBookNorway • • • • Salesgoalsforthecampaignpartners: 5-8% increaseinsalesforHurtigruten IncreaseinsalestoNorthernNorwaybyGermancampaignpartnertouroperators (tobe definedbyTOandIN) IncreaseinsalesforsuppliersinNorthernNorway • • • Indicators: SSB: 10% increaseinGermanhotelbed nightsinNorthernNorway(Nov12–April AVINOR:IncreaseinGermanleisuretravellerstoNorthernNorway(Nov12–April 13) 13) • •

  18. Profile- communicationmessage - products- salespoint Germany Profile Whatdowe wantto communicate(what isthecoremessage)? Whatisthe impressionwe want toleavebehind? (Etterlattinntrykk) Productsin thecampaignthat supportthecommunication (canwe deliverwhatweare saying). Wheretobuy? Whoaresellingtheseproducts –e.g.touroperators, BookNorway,directwith supplyer? Norway´s Northern Lights Hurtigruten–a magicaladventurein thesearchofthe NorthernLights HRG isthebestwayto experiencetheNorth Norwegianwinterand NorthernLights HRG:ClassicRoundVoyagesand shorterpackages(BGO-TOS,TOS- BGO),partlywithdirectcharter flights,andpre/postprogramme =>Specialoffertbd Direct(CRC, online), TravelAgents HR Norway´s Northern Lights Norway– homeof thenorthernlights. Thebestplaceto experienceit. Aftera holidayin NorthernNorwayyou willfeelenriched,gain recognitionandgain newknowledge Nordlyssafari,Hundekjøring Samiskkultur,Kajakk Havfiske,Snøscootersafari Natursafari- bl.ahavørn,hval Vinteropplevelser(medog uten ski) Ishotell Hurtigruten Hurtigruten Rica, Potentialpartners: SAS,Huskytrack,Club Aktiv,Top Nord,DerTour,TUIWolters, ZeiträumeReisen,North Adventure,68Lofoten, DiscoverArctic IN/ NN 21

  19. Mediamix2012/2013 Share of mediaspending UK DE NL SE NO INT. 22

  20. Germany Mainactivities and timings VisitNorway Online Emailing Press PrintAds Insert Google Aug Sept Oct Nov Dec Jan Feb Mar

  21. 5. • • • • • NETHERLANDS Goals Targetgroup Profileandcommunication Mediamix Timing 24

  22. GoalsandIndicators Campaigngoals: Netherlands Increaseinbrandstrength 50% increaseinvisitstoVisitNorway.nl 10% increaseinclickthroughratestoNorthernnorway.comandHurtigruten VisitNorwaytodeliver10%oftotal numberofvisitorstoBookNorway • • • • Salesgoalsforthecampaignpartners: 15% increaseinsalesforHurtigruten IncreaseinsalestoNorthernNorwaybyUKcampaignpartnertouroperators (tobe definedbyTOandIN) IncreaseinsalesforsuppliersinNorthernNorway • • • Indicators: SSB: 30% increaseinDutchhotelbed nightsinNorthernNorway(Nov12–April AVINOR:IncreaseinDutchleisuretravellerstoNorthernNorway(Nov12–April 13) 13) • •

  23. Profile- communicationmessage - products- salespoint Netherlands Profile Whatdowe wantto communicate(what isthecore message)? Whatisthe impressionwe wantto leavebehind? (Etterlattinntrykk) Productsin thecampaignthat supportthecommunication (canwe deliverwhatweare saying). Wheretobuy? Whoaresellingtheseproducts –e.g.touroperators, BookNorway,direct with supplyer? Norway´s Northern Lights Hurtigruten–a magicaladventurein thesearchofthe NorthernLights HRG isthebestwayto experiencetheNorth Norwegianwinterand NorthernLights HRG:ClassicRoundVoyagesand shorterpackages,andpre/post programme =>Specialoffers:Guaranteed cabinQ4andSinglewithout supplement DirectIR(phone,online),Travel Agents HR Perfectdestinationto seethenorthernlight IN/ NN Norway´s Northern Lights Aftera holidayin NorthernNorwayyou willfeelenriched,gain recognitionandgain newknowledge Nordlyssafari,Hundekjøring Samiskkultur,KajakkHavfiske,Snøscootersafari Natursafari- bl.ahavørn,hval Vinteropplevelser(medog uten ski) Ishotell Hurtigruten Touroperators(NTS,BBI,OAD, VoigtTravel,BuroScandinavia) BookNorway Directsupplier? 27

  24. Mediamix2012/2013 Share of mediaspending UK DE NL SE NO INT. 28

  25. Netherlands Mainactivities and timing VisitNorway Online Television Press Inserts Google Aug Sept Oct Nov Dec Jan Feb Mar

  26. 6. • • • • • SWEDEN Goals Targetgroup Profileandcommunication Mediamix Timing 30

  27. Sweden GoalsandIndicators Campaigngoals: Increaseinbrandstrength 25% increaseinvisitstoVisitNorway.nl 100% increaseinvisitorsfromVisitNorway.setoNorthernnorway.com 10% increaseinclickthroughratetoHurtigruten VisitNorwaytodeliver10%oftotal numberofvisitorstoBookNorway • • • • • Salesgoalsforthecampaignpartners: 10% increaseinsalesforHurtigruten IncreaseinsalesforsuppliersinNorthernNorway • • Indicators: SSB: 5% increaseinSwedishhotelbednightsinNorthernNorway(Nov 12–April 13) • • AVINOR:IncreaseinSwedishleisuretravellersto NorthernNorway(Nov12–April13)

  28. Profile- communicationmessage - products- salespoint Sweden Profile Whatdowe wantto communicate(what isthecore message)? Whatisthe impressionwe wantto leavebehind? (Etterlattinntrykk) Productsin thecampaignthat supportthecommunication (canwe deliverwhatweare saying). Wheretobuy? Whoaresellingtheseproducts –e.g.touroperators, BookNorway,directwith supplyer? Winteract. in Northern Norway. Northern Lights. Hurtigruten–a magicaladventurein thesearchofthe NorthernLights HRG isthebestwayto experiencetheNorth Norwegianwinterand NorthernLights HRG:Shorterpackages =>Specialoffertbd,PPpackages incl.flightsandpre/post programme Direct(CRC, online),Travel Agents HR Winteract. in Northern Norway. Aftera holidayin NorthernNorwayyou willfeelenriched,gain recognitionandgain newknowledge • Bookinglinktopartner(unless • theyarebookableat Book Norway). • All partners’productsmust be registeredatTellusandbelisted onvisitnorway.no,withpriceand bookinginformation/link. • BookNorway IN/ NN Experienceunique winteracitivitiesin NorthernNorway, undertheNorthern Lights. Havfiske,Nordlyssafari,Konge- krabbesafari,Hundesledetur, snøscootertur,Svalbard EkstremskiLyngen,Lofoten, Narvik.Vinteraktiviteterutenski, Ishotell, Hurtigruten. 33

  29. Mediamix2012/2013 Share of mediaspending UK DE NL SE NO INT. 34

  30. Sverige Hovedaktiviteter og timing Visitnorway.se Nettannonsering PrintannonseringmedHR Printbilag/instikk Pressearbeid+nyhetsbrev Google Aktivitetpåfacebook/socialamedier Sept Okt Nov Des Jan Feb Mar

  31. 7. • • • • • NORWAY Goals Targetgroup Profileandcommunication Mediamix Timing 36

  32. GoalsandIndicators Campaigngoals: Norway Increaseinbrandstrength 50% increaseinvisitstoVisitNorway.no 10% increaseinclickthroughratestoNorthernnorway.comandHurtigruten VisitNorwaytodeliver10%oftotal numberofvisitorstoBookNorway • • • • Salesgoalsforthecampaignpartners: 5% increaseinsalesforHurtigruten IncreaseinsalesforsuppliersinNorthernNorway • • Indicators: SSB: 11% increaseinNorwegianhotel bednightsinNorthernNorway(Nov AVINOR:IncreaseinNorwegianleisuretravellerstoNorthernNorway(Nov 12–April 12–April 13) 13) • •

  33. Profile- communicationmessage - products- salespoint Norway Profile Whatdowe wantto communicate(what isthecore message)? Whatisthe impressionwe wantto leavebehind? (Etterlattinntrykk) Productsin thecampaignthat supportthecommunication (canwe deliverwhatweare saying). Wheretobuy? Whoaresellingtheseproducts –e.g.touroperators, BookNorway,directwith supplyer? Northern Lights. Winter activitiesin Northern Norway Hurtigruten–a magicaladventurein thesearchofthe NorthernLights HRG isthebestwayto experiencetheNorth Norwegianwinterand NorthernLights HRG:Shorterpackages =>Specialoffertbd,PPpackages incl.flightsandpre/post programme Direct(CRC, online),Travel Agents NO Winter activitiesin Northern Norway. Northern lights. IN/ NN Experienceunique winteracitivitiesin NorthernNorway, underthenorthern lights. NorthernNorway offersmanyexciting experiences throughoutthewinter season. Aftera holidayin NorthernNorwayyou willfeelenriched,gain recognitionandgain newknowledge • BookNorway • Bookinglinktopartner(unless theyarebookableat BookNorway). • All partners’productsmust be registeredatTellusandbelisted onvisitnorway.no,withpriceand bookinginformation/link. Hurtigruten(Huntingthelight) Nordlyset,Vinteraktiviteter Svalbard,Ishotell,Finnmarksløpet Natursafari,bl.aHavørn,hval Havfiske,Hundeslede, Snøscootersafari,Kajakk Vinterfestivalene (NNR’s partnerstoprovide packagesandofferswithrelevant activities) 39

  34. Mediamix2012/2013 Share of mediaspending UK DE NL SE NO INT. 40

  35. Norge Hovedaktiviteter og timing Visitnorway.no Nettannonsering Printannonsering Pressearbeid+nyhetsbrev Google Aktvitetpåfacebookogtwitter Sept Okt Nov Des Jan Feb Mar

  36. 8. Visitnorway and My Northern Lights 42

  37. Visitnorway.xx • • • Campaignonlocal visitnorway-sites Landingpageforallonline activities Callto action:Salesorientedpresentationofand linking to partners and their bookableproducts. IMPORTANT:PartnersmustupdatetheirproductsonTellUs Integration of contentonMy NorhternLights? SORtodiscusswith Petur P. • • MyNorthernLights • • • Distribution viasocialnetworks. Generatefanbase and engagement Additionalpresentationof campaignpartners

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