Creative Salon Worldwide reposted this
“I wouldn’t come here, to be honest. I mean, is it even a city?” In the wake of the pandemic, destination marketing campaigns (especially out Scandinavia) have upped their game creatively - perhaps they have had to just to compete for visitors and beat the emerging trend of 'untourism' (thanks to Raquel Chicourel for introducing me to that term.) 🌏 VisitOSLO is the latest to produce a humour-led campaign that is self-aware while selling itself as a destination to the world. It follows work from Visit Sweden, Business Iceland and Tourism Australia among others that have garnered media attention for different reasons. 😂 "Destination marketing has been quite boring, to be honest. It's been full of white sand beaches, palm trees, and pina coladas or whatever and we wanted to change the stereotype on how tourist market can be done," outlines Nils Persson, CMO of Visit Sweden. Is this a strategy that is likely to spread further across the world and is it one that could work for VisitBritain and VisitEngland as it looks for a new agency to lead brand awareness? Thanks also to Jae Hopkins, Anne-Signe Fagereng, Owen Lee and Laurent Simon for their thoughts as well. Read the whole piece via Creative Salon Worldwide for free, link in the comments below 👎 #destinationmarketing #tourism #marketing #visitbritain #visitoslo #visiticeland #visitsweden #visitaustralia
Saw this the other day - fantastic - I have never wanted to visit Norway more!
Love this, and being a resident now in the Nordics I am extra proud. Possibly post-Tory upswing in positivity gives the UK a better platform to feel confident to have something good to say. There are so many wonderful parts of the UK but I feel a collective embarrisment post Brexit & Tory austerity that must surely limit creativity in destination markeitng.
Jason P.
3w
Great campaign, you can see our write-up from last week here - https://www.gethegoods.com/articles/visit-oslo-is-it-even-a-city-campaign
Love this
So clever - really love this!
Jae Hopkins
3w
Love this Oslo ad. Thanks for chatting to me Stephen.
Thanks for sharing, and the comment on the Scandinavia context.
Thank you Stephen Lepitak great piece! Love these deeper thinkpieces from Creative Salon Worldwide. Destinstion marketing is close to my heart, one of the most creatively disruptive industries!
Editorial Director @ Creative Salon Worldwide
3wAnd here is the full piece https://creative.salon/articles/creative-destination-marketing-campaigns