NORWAY. CAMPAIGN MANUAL NEW EDITION Foto: CH/visitnorway.com

Transcription

1 NORWAY. CAMPAIGN MANUAL NEW EDITION Foto: CH/visitnorway.com

2 Foto: CH /visitnorway.com A joint campaign concept The aim of a joint advertising concept is to strengthen the knowledge and attractiveness of Norway through a shared marketing platform as well as helping to make the advertising more effective and less time consuming. The concept allows the necessary flexibility to make it work for different segments and markets. It also facilitates the marketing requirements of the different regions of Norway on an overarching profile level, as well as on a tactical and sales promoting level. Through market research we know that the tourists who choose Norway as a holiday destination tend to be in search of nature based experiences. A common denominator is the desire to explore new places, activities, culture and culinary experiences. The target audience can be divided in two sub-groups: Those who want to be active, and those who wish to broaden their horizon through cultural experiences. What else do we know about those who want to visit Norway? The majority of the tourists are highly educated, seeking a sense of community, activity and participation not just a passive holiday. Central to their dream holiday are cultural and culinary experiences. It is therefore important to try and show a greater breadth of what Norway can offer, and not just focus on the magnificent nature. What is our brand promise? Or in other words, what can Norway offer? First and foremost we think that few other destinations compare with the authenticity and nature Norway can offer. This is in combination with a range of different activities. Where else can you experience spectacular fjords and a beautiful coastal landscape, and at the same time enjoy local delicacies in a gourmet restaurant? In Norway you don t have to travel far to experience a spectacular waterfall. It s around the corner easily accessible. We just have to let people know! Beautiful ferry and train rides are not just set up for tourists. These are modes of transport that Norwegian people use every day to commute or visit family. Our amazing nature isn t just a backdrop, it s our home, and we use it every day. This is why we say that Norway is powered by nature. Tourists find this fascinating and we have to show them that Powered By Nature doesn t just refer to the product, it also implies something about the effect Norway will have on the tourists. They will be empowered by nature. Norway s unique selling point is its beautiful landscape, but research shows that this alone is not enough to attract tourists to Norway. In the Campaign Manual 2014 we have sharpened our focus. We will talk about both nature AND culture. We have shifted the focus from talking about looking at beautiful nature to participating in it. We will also move away from showing images displaying the remote to images filled with people and activities. We therefore wish to use both the Norwegian culture and the people who live here in the communication. On the following pages we will explain how the concept is used in the marketing of Norway to develop more targeted and clear communication, which aims to create a heightened interest and increased desire for Norway as a travel destination. If campaigns are developed for Fjord Norway or Northern Norway, Innovation Norway has, in collaboration with these destinations, agreed which creative solutions should be used. This is presented in a separate document.

3 Creative dramatisation Supporting images showing experiences in the area The elements Here is a profile advert with all the elements of the campaign. VIP LOUNGE IN NORWEGIAN Logo Logo Symbol for the destination Call to action element Creative dramatisation Sub-headings used with the supporting images VIP LOUNGE IN NORWEGIAN Sub-heading GEIRANGER Symbol for the destination Call to action element 3

4 Grid set-up of 2/1 page spread Grid set-up of 2/1 page spread (522x365 mm) The column with supporting images should measure 200% of the logo width Supporting images (all supporting images are marked ) All elements marked in red are permanent/ fixed, and can t be moved. A broken line means that the size of the textbox can be adjusted depending on the amount of text. The size of the supporting image should be adjusted accordingly. Logo 65 mm wide The column with supporting images should measure 200% of the logo width. The main image takes up the rest of the width. The size and position of the supporting images are locked to the grid as shown. HOVEDBILDE Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: LOREM IPSUM Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam volor ad voluptur sa quo incia quam, que velland eliquiatibus digniet volorrum idestrume etus, si dolorias ressenimodi sitions. Broken line can be adjusted up or down depending on amount of text < > Body copy A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 35 mm wide For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. The height of the white area in the bottom should meassure the height of the logo Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. All permanent and fixed elements are shown in red Call to action Call to action The size of the the Call to action element should be 80% of the logo width. 4

5 Grid set-up of 2/1 page spread, with offer or partner logo (522x365 mm) The column with supporting images should measure 200% of the logo width Grid set-up of 2/1 page spread, with offer or partner logo All elements marked in red are fixed, and can t be moved. Supporting images (all supporting images are marked ) Logo 65 mm wide The column with supporting images should measure 200% of the logo width. The main image takes up the rest of the width. The size and placement of the supporting images are locked to the grid as shown. Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: HOVEDBILDE A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 35 mm wide TILBUD Offer For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. Partnerlogo LOREM IPSUM Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam volor ad voluptur sa quo incia. Body copy (optional) Call to action The height of the white area in the bottom should meassure the height of the logo Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. Call to action The size of the the Call to action element should be 80% of the logo width. Partnerlogo The maximum size for the official partner logo is 80% of the Norway logo size. All permanent and fixed elements are shown in red 5

6 Grid set-up of 1/1 page spread (246x365 mm) Grid set-up of 1/1 page spread All elements marked in red are fixed, and can t be moved. Logo 55 mm wide A broken line means that the size of the textbox can be adjusted depending on the amount of text. The size of the supporting image should be adjusted accordingly. HOVEDBILDE The area with supporting images should measure 200% of the logo height. The height of the white area in the bottom should meassure the height of the logo. The main image takes up the rest of the height. The size and position of the main image and the supporting images are locked to the grid as shown. Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 40 mm wide Supporting images (all supporting images are marked ) LOREM IPSUM Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. Broken line can be adjusted up or down depending on amount of text < > The area with supporting images should measure 200% of the logo height The height of the white area in the bottom should meassure the height of the logo For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. Call to action The size of the the Call to action element should be 80% of the logo width. Body copy Call to action All permanent and fixed elements are shown in red 6

7 Grid set-up 1/1 page spread with offer or partner logo (246x365 mm) Grid set-up 1/1 page spread with offer or partner logo All elements marked in red are fixed, and can t be moved. Logo 55 mm wide The area with supporting images should measure 200% of the logo height. The height of the white area in the bottom should meassure the height of the logo. The main image takes up the rest of the height. HOVEDBILDE The size and position of the main image and the supporting images are locked to the grid as shown. Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 40 mm wide For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. Supporting images (all supporting images are marked ) TILBUD Broken line can be adjusted up or down depending on amount of text < > The area with supporting images should measure 200% of the logo height Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. Partnerlogo Call to action The height of the white area in the bottom should meassure the height of the logo Call to action The size of the the Call to action element should be 80% of the logo width. Partnerlogo The maximum size for the official partner logo is 80% of the Norway logo size. All permanent and fixed elements are shown in red 7

8 Grid set-up 1/1 page spread with offer or partner logo and body copy (246x365 mm) HOVEDBILDE Logo 55 mm wide Grid set-up 1/1 page spread with offer or partner logo and body copy All elements marked in red are fixed, and can t be moved. The area with supporting images should measure 200% of the logo height. The height of the white area in the bottom should meassure the height of the logo. The main image takes up the rest of the height. The size and position of the main image and the supporting images are locked to the grid as shown. Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 40 mm wide Supporting images (all supporting images are marked ) TILBUD The area with supporting images should measure 200% of the logo height For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. Partnerlogo LOREM IPSUM Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. The height of the white area in the bottom should meassure the height of the logo Call to action The size of the the Call to action element should be 80% of the logo width. Body copy All permanent and fixed elements are shown in red Call to action Partnerlogo The maximum size for the official partner logo is 80% of the Norway logo size. 8

9 Supporting images (all supporting images are marked ) Grid set-up of 1/3 page (246x107 mm) Grid set-up of 1/3 page with offer or partner logo All elements marked in red are fixed, and can t be moved. The area with supporting images should measure 300% of the logo height. The supporting images takes up 25% of the full width. The height of the white area in the bottom should meassure the height of the logo. The main image is the same height as the supporting images and takes up 75% of the full width. The area with supporting images should measure 300% of the logo height The height of the white area in the bottom should meassure the height of the logo Partner logo TILBUD LOREM IPSUM Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. Body copy HOVEDBILDE Logo 40 mm wide Call to action The size and position of the main image and the supporting images are locked to the grid as shown. Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 40 mm wide For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. All permanent and fixed elements are shown in red Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. Call to action The size of the the Call to action element should be 80% of the logo width. Partnerlogo The maximum size for the official partner logo is 80% of the Norway logo size. 9

10 Grid set-up of 1/3 page with offer or partner logo All elements marked in red are fixed, and can t be moved. Supporting images (all supporting images are marked ) Grid set-up of 1/3 page with offer or partner logo (246x107 mm) The area with supporting images should measure 300% of the logo height. The supporting images takes up 25% of the full width. The height of the white area in the bottom should meassure the height of the logo. The main image is the same height as the supporting images and takes up 75% of the full width. The area with supporting images should measure 300% of the logo height HOVEDBILDE Logo 40 mm wide The size and position of the main image and the supporting images are locked to the grid as shown. Logo A recommended size has been set for the logo, so that it will be displayed clearly in A3-, A4- and A5-formats: The height of the white area in the bottom should meassure the height of the logo LOREM IPSUM Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. Body copy Call to action A3x2 (2/1 page spread): Logo is 65 mm wide A3 (297x420 mm): Logo is 55 mm wide A4 (210x297 mm): Logo is 45 mm wide A5 (148,5x210 mm): Logo is 40 mm wide For sizes that vary slightly from A-formats, choose the best size with these guides as a starting point. For sizes that are larger (for instance posters and billboards), scale elements up proportionately so that the logo has a similar impact. The same goes for small sizes. All permanent and fixed elements are shown in red Recommended height positioning is one logo height from the top of the format. However, you may also adjust the position to correspond in the best possible way relative to images or headings used. Do not place the logo at the bottom of the format. Call to action The size of the the Call to action element should be 80% of the logo width. 10

11 What is the concept? The idea is that the advertising solution, to a great degree, uses a Norwegian take on well-known, international concepts. We display a classic image where nature plays the central role, but add a twist by adding a caption or a heading, which creates contrast and attention. Or in other words, we add a bit of Norwegian humour. Here are some examples where we have added our own Norwegian twist: Spa in Norwegian, Rollercoaster in Norwegian, Taxi in Norwegian etc. It is important that there is enough of a contrast between the international expression and the meaning we attribute to it here in Norway. It can be hard to communicate the total experience through one main image. This is why we are using different images, which show more of what you can do and experience in Norway. These images will help the audience identify with Norway and see that it is relevant for them in their situation. The images should show a varied display of what one can enjoy in Norway. Why this concept? As mentioned earlier, we are dealing with a resourceful and well educated target audience. This means that we can and should communicate in an intelligent way. It is easy to skip the page with an advert displaying an image of nature without challenging and inviting the reader to engage with the message. We will of course still use beautiful images of nature, but to a greater degree add elements/comments in a way that gives the images an edge and charm, and us the right attention! Norwegians are known to be relaxed people, and the solutions aim to show this in the communications. Whilst still featuring beautiful nature, we would like to emphasise how it can best be enjoyed and how it will make people feel. In addition, we aim to include Norwegian culture in our communications. Sales promotion The in. -concept can also be used in advertising solutions in collaboration with different suppliers. One of the images could be replaced with a tactical sales promotion message such as: Fly Berlin Oslo with Norwegian for only 99 in July, Take the Hurtigruten from Tromsø to Måløy for only 5489 NOK in August, etc. Foto: CH /visitnorway.com

12 Creative dramatisation VIP LOUNGE IN NORWEGIAN Beautiful imagery of nature is not enough on its own. To get people s attention, we need to add something. We need a creative angle, which speaks to both our intellectual and active audiences. Try to select images which depict how the audience can be energised and learn something new, or how they can broaden their horizons. VIP LOUNGE IN NORWEGIAN GEIRANGER By adding a twist to a known reference, such as an expression or a definition, we can achieve this. The harmony between the image and the text is therefore very important. We can illustrate spa but in a completely different way to how people are used to seeing it where they come from. The same with taxi. How would you describe what a taxi looks like in Norway if you saw it from an external point of view using a humorous angle? By using humour in our communications, we are also able to reveal something about Norwegians, helping us come across as more personable and charming. The creative dramatisation is added as a caption to the image. It doesn t need to be large, but must be used in context with the expression we are playing with. By doing this we have created a contrast between the caption and the image, which interests the recipient, and which may make him / her enjoy and relate to the advert in a new way. We recommend that where possible, the creative dramatisation is translated to local languages, and it is also a strength if you can use references that are well-known to the local market. 12

13 Supporting images Supporting images aim to create ideas of what you can experience, in Norway and help visualise how Norway might affect you. The images aim to create identification and therefore make it easier for the target audience to imagine themselves in the various situations / activities presented to them. This is where we want to convey some of what you can see and do in Norway and show that you can be Powered By Nature. The supporting images should reflect which audience segment you are addressing. It is important that the images bring out Norwegian culture, food and activities, which together with nature is the building block of the brand. The use of several supporting images allows us greater flexibility to show the breadth of holiday experiences Norway can offer. By showing more adapted holiday experiences, we create better expectations of what you can actually do. The images should also vary when put together, some taken close up and others taken from a distance. Some should display high levels of activity and energy, others display food, culture, relaxation and peace. However it is important to remember that the images are small, so the motives must be clear and easy to understand for those reading the message. The added sum is variation and multitude just as we want to display Norway. The use of supporting images means that the cities can play a more important part in the communication than previously. If the main image is from the mountains, one of the Polaroid images can be of a city, showing that cultural experiences are never far away. Foto: CH/visitnorway.com

14 Web symbol For adverts on the internet, a call to action symbol has been developed to get people on to visitnorway.com. A creative twist can be developed between the dramatisation and the call to action web symbol. Read more on page

15 2/1 page Profile advert Norway For pure profile adverts the rules defined in the profile manual still apply. The sketches here show how the creative concept can be used within the template, and within the different audience segments. Please note that the adverts can now bleed off the page. Read more in the design manual. VIP LOUNGE IN NORWEGIAN GEIRANGER 15

16 2/1 page 1/1 page Profile adverts in collaboration with destinations SKYSCRAPER IN NORWEGIAN SKYSCRAPER IN NORWEGIAN For the profile adverts the rules defined in the profile manual still apply. The sketches here show how the concept can work with the various destinations, and how their logos can be integrated. PREIKESTOLEN If solutions are to be made for Fjord Norway and Northern Norway, the images and creative dramatisations which should be used have already been defined. PREIKESTOLEN...FEEL LIKE AN EXPLORER. DISCOVER que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam volor ad voluptur sa quo incia quam, que velland eliquiatibus digniet volorrum idestrume etus, si dolorias ressenimodi sitions. FIREWORKS IN NORWEGIAN FIREWORKS IN NORWEGIAN TROMS NORTHERN NORWAY TROMS NORTHERN NORWAY...FEEL LIKE AN EXPLORER. DISCOVER que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam volor ad voluptur sa quo incia quam, que velland eliquiatibus digniet volorrum idestrume etus, si dolorias ressenimodi sitions. 16

17 NORTHERN NORWAY NORTHERN NORWAY NORTHERN NORWAY FJELL NORWAY TELEMARK Profile adverts in collaboration with destinations Examples showing several creative solutions for how the concept can be used. SPA IN NORWEGIAN SKYSCRAPER IN NORWEGIAN GRAFFITI IN NORWEGIAN TROMS FINNMARK PREIKESTOLEN ROLLERCOASTER IN NORWEGIAN STEAM BATH IN NORWEGIAN TAXI IN NORWEGIAN ÅLESUND TROLLSTIGEN VAKSDAL FIREWORKS IN NORWEGIAN DRAWING IN NORWEGIAN MAIN ROAD IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY...FEEL LIKE AN EXPLORER. DISCOVER NORWAY TROMS BEITOSTØLEN VINJE 17

18 TROMS NORTHERN NORWAY NORTHERN NORWAY FJELL NORWAY FJELL NORWAY FJELL NORWAY FJELL NORWAY THE OPERA HOUSE FJELL NORWAY Profile adverts in collaboration with destinations Examples showing several creative solutions for how the concept can be used. PUBLIC TRANSPORT IN NORWEGIAN «AT THE OPERA» IN NORWEGIAN BALLET IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY LYNGEN HAFJELL OSLO BAR IN NORWEGIAN FLYING IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY MAIN ROAD IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY LYNGEN RONDANE JOSTEDALEN HIGHWAY IN NORWEGIAN TRAFFIC JAM IN NORWEGIAN WEIGHT LIFTING IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY...FEEL LIKE AN EXPLORER. DISCOVER NORWAY OPPLAND OPPLAND LILLESAND 18

19 GEIRANGER NORTHERN NORWAY NORTHERN NORWAY NORTHERN NORWAY NORTHERN NORWAY FJELL NORWAY NORTHERN NORWAY NORTHERN NORWAY Profile adverts in collaboration with destinations Examples showing several creative solutions for how the concept can be used. CHAIR IN NORWEGIAN VIP LOUNGE IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY PIT STOP IN NORWEGIAN LOFOTEN BEITOSTØLEN U-TURN IN NORWEGIAN MIRROR IN NORWEGIAN MIRROR IN NORWEGIAN LOFOTEN LOFOTEN TROMS MEETING POINT IN NORWEGIAN ON THE ROCKS IN NORWEGIAN BED IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY SOGN AND FJORDANE LOFOTEN JOTUNHEIMEN 19

20 NORTHERN NORWAY NORTHERN NORWAY NORTHERN NORWAY FJELL NORWAY NORTHERN NORWAY Profile adverts in collaboration with destinations Examples showing several creative solutions for how the concept can be used. VICTORY PODIUM IN NORWEGIAN LADDER IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY SOFA IN NORWEGIAN JOTUNHEIMEN SOGN AND FJORDANE LOFOTEN U-TURN IN NORWEGIAN STEAM BATH IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY VIP LOUNGE IN NORWEGIAN LOFOTEN RONDANE STAVANGER NIGHTLIFE IN NORWEGIAN NORDKAPP 20

21 1/1 page Adverts with commercial partners Regarding profile adverts with partners, the same rules for fonts, colours, images and placement of the elements still apply. FIREWORKS IN NORWEGIAN The sketches show how the concept can be used with one or more partners. SKYSCRAPER IN NORWEGIAN MAIN ROAD IN NORWEGIAN JOSTEDALEN FJELL NORWAY PREIKESTOLEN TROMS NORTHERN NORWAY LONDON-OSLO FROM 39,- LONDON-STAVANGER FROM 39,- ARCTIC HIGHLIGHTS AND THE NORTHERN LIGHTS 5 DAY ARCTIC HIGHLIGHTS VOYAGE TROMSØ-HAMMERFEST-TROMSØ FROM FEEL LIKE AN EXPLORER. DISCOVER FJELL NORWAY Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam....feel LIKE AN EXPLORER. DISCOVER Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. Example without body copy 21

22 1/3 page LONDON-STAVANGER FROM 39,- SKYSCRAPER IN NORWEGIAN LOREM IPSUM que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea. Lorem Ipsum. Sin nonsequi blam. PREIKESTOLEN Adverts with commercial partners Regarding profile adverts with partners, the same rules for fonts, colours, images and placement of the elements still apply. The sketches show how the concept can be used with one or more partners. FIREWORKS IN NORWEGIAN ARCTIC HIGHLIGHTS AND THE NORTHERN LIGHTS 5 DAY ARCTIC HIGHLIGHTS VOYAGE TROMSØ-HAMMERFEST-TROMSØ FROM 999 LOREM IPSUM que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea. Lorem Ipsum. Sin nonsequi blam. TROMS NORTHERN NORWAY 1/3 page without body copy LONDON-OSLO FROM 39,- MAIN ROAD IN NORWEGIAN JOSTEDALEN FJELL NORWAY 22

23 1/1 page 1/1 page Sales generating adverts with one or more partners SKYSCRAPER IN NORWEGIAN Preikestolen Foto: Casper Tybjerg/visitnorway.com Tactical sales generating adverts can display one or more partners in the same solution. The sketches show how the concept can be used in combination with sales generating messages. SKYSCRAPER IN NORWEGIAN Fotocredit Fotocredit Fotocredit Lorem Ipsum Lorem Ipsum. Sin nonsequi blam fugias eum quae commolu ptusam que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra. Lorem Ipsum Lorem Ipsum. Sin nonsequi blam fugias eum quae commolu ptusam que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra. Lorem Ipsum Lorem Ipsum. Sin nonsequi blam fugias eum quae commolu ptusam que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra. loremipsum.com loremipsum.com loremipsum.com Fotocredit Fotocredit Fotocredit Lorem Ipsum Lorem Ipsum Lorem Ipsum PREIKESTOLEN Lorem Ipsum. Sin nonsequi blam fugias eum quae commolu ptusam que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra. loremipsum.com Lorem Ipsum. Sin nonsequi blam fugias eum quae commolu ptusam que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra. loremipsum.com Lorem Ipsum. Sin nonsequi blam fugias eum quae commolu ptusam que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra. loremipsum.com Only 2 hours flight from London Only 2 hours flight from London...FEEL LIKE AN EXPLORER. DISCOVER NORWAY que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet. que....feel LIKE AN EXPLORER. DISCOVER NORWAY que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet. que. 23

24 Boards Boards Boards are approached in the same way as profile adverts. SKYSCRAPER IN NORWEGIAN This form of advertising is often done in partnership with a destination or a commercial player. The example here shows how you can integrate the partner in the solution and show a range of experiences using the images. The elements to be used are the same as in the adverts. MAIN ROAD IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORWAY ANY WAY YOU LIKE....FEEL LIKE AN EXPLORER. DISCOVER JOSTEDALEN FJELL NORWAY PREIKESTOLEN FIREWORKS IN NORWEGIAN «AT THE OPERA» IN NORWEGIAN...FEEL LIKE AN EXPLORER. DISCOVER NORTHERN NORWAY...FEEL LIKE AN EXPLORER. DISCOVER NORWAY ANY WAY YOU LIKE. TROMS NORTHERN NORWAY OSLO THE OPERA HOUSE 24

25 Profile adshel in collaboration with destinations Profile adshel with commercial partner Sales generating adshel Adshel Adshel is approached in the same way as profile adverts. SKYSCRAPER IN NORWEGIAN SKYSCRAPER IN NORWEGIAN SKYSCRAPER IN NORWEGIAN This type of advertising is often used in partnership with a destination or a commercial player. The examples here show how the product and price can be integrated in the solution, and for instance show several experiences through the images. We recommend using the supporting images in the solutions to help communicate the total holiday experience. The elements to be included, and the placement, are the same as in the adverts. PREIKESTOLEN PREIKESTOLEN Only 2 hours flight from London PREIKESTOLEN LONDON-STAVANGER FROM 39,-...FEEL LIKE AN EXPLORER. DISCOVER Sin nonsequi blam fugias eum quae commolu que...feel LIKE AN EXPLORER. DISCOVER Sin nonsequi blam fugias eum quae commolu que...feel LIKE AN EXPLORER. DISCOVER Sin nonsequi blam fugias eum quae commolu que vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. vent odis eos as aspic temoditatem. Da con cus sit a quaspis seditet pra sequas sita qui toreribea que ium hiciam. 25

26 Adshel outdoor 26

27 Banner adverts The banner adverts follow the same template as all other advertising materials. The example shows how a banner advert can look with all the different elements included. The URL-element (visitnorway.com) can be used, or a creative twist can be developed between the dramatisation and the call to action element which supports the creative solution. (See solution with the northern lights). 27

28 Banner adverts More examples. 28

29 Banner adverts More examples. 29

30 Banner adverts More examples. 30

31 Banner adverts More examples. 31

32 Banner adverts More examples. 32

33 Banner adverts More examples. 33

34 Banner adverts Banner adverts with a creative twist between the dramatisation and the call to action element, which support the creative solution. 34

35 Websites We are using the same template as on the current website. In the main image a creative dramatisation, which links to the theme on the page, can be added. 35

36 Social media The creative dramatisation can also be used in social media, for instance in the main image. From time to time creative dramatisations can be posted, offering character and humour. The concept can also be used to comment on current media stories and show how this is the Norwegian way. 36

37 Catalogue / supplement NORWEGEN 2014 The guidelines for catalogues are defined in the design manual. The example shows how dramatisation can be used on theme and destination spreads. The first two spreads in the catalogue should not be sold to commercial players, but be reserved for the profile. Organise the catalogues in line with the needs of the consumer, and do not let the geographical borders of the destinations be the leading factor. Images are the strongest tools for communicating what Norway is like as a holiday destination. It is therefore important that images get enough space in the catalogues. Catalogues can easily be text heavy, so it s important to use the layout to make the text accessible and easy to read. Remember that some text can be placed below the images, which can reduce the main copy. Make sure there is a good spread of images so the catalogues don t solely consist of those depicting nature. Use images of physical activities as well as food, cultural and city experiences. Vary the set-up of the pages to ensure that the catalogue is more interesting than if the same set- up had been used throughout. On the following pages you will see examples of how the concept can be used to illustrate different themes and areas in catalogues and supplements. 37

38 ALTA FEEL LIKE AN EXPLORER. DISCOVER Catalogue / supplement Some examples of how the creative concept can be used to illustrate different themes SKYSCRAPER IN NORWEGIAN 2 Bergen er selve inngangen til Fjord Norge. Flyturen fra London tar kun to timer. 3 Innerst i fjordene finnes de historiske hotellene som kongelige fra hele Europa valfartet til. 1 Jugendbyen Ålesund er et ypperlig utgangspunkt for å oppleve fjordene. Geiranger. Foto: Terje Rakke/Nordic life/visitnorway.com Preikestolen FJORD NORGE 4 Opplevelsene i Fjord Norge er mange. Høy eller lav puls, valget er ditt. Sedissimpe imi, cus eum quates doluptati reriosa deseces re velit harum quo que et quae liatatios seri auditius et quam ut quamus adis ipissit intione ctatur repudis dem harum idebitatur, exped ntempor ehendig endaest facest, consendaecta consent adipsan ditatiusdae quo eicit qui aut fugiatur untur a simus dit quist pa Tum, officientem. Nequi oditas adias sitatum qui assitio con reped que aliqui quiande ssimagnatur? adio. Nus et voluptatium volorem il mos essi autenient. Sum endis rectatent ommoluptur adi que ilici aut fuga. Et quae pedi dolest quo bea con Ximus aspictur, sam faces est re, officid uscitemporia nusandae pore inciis at verrovi denima de verum as eum sae simaio. Et aspedias eosam int con plicium inis et aute volum in porrorestio. Feruntotas maxima aut vellecu ptatur, cus.et rehendi picitem quibusc ipientor rent eum fugia porerum repersp icitionem is a nos si inihitatis ipsunt labores quias enditat. Sedissimpe imi, cus eum quates doluptati reriosa ntempor ehendig endaest facest, consendaecta consent adipsan ditatiusdae quo eicit qui aut fugiatur aliqui quiande ssimagnatur? Ximus aspictur, sam faces est re, officid uscitemporia nusandae pore inciis at verrovi denima de verum as eum sae simaio. FEEL LIKE AN EXPLORER. DISCOVER NORTHERN NORWAY 1 Finnmark. Foto: Johan Wildhagen/visitnorway.com Nordkapp. Foto: Johan Wildhagen/visitnorway.com 2 1 I Finnmark kan du oppleve et fargerikt møte med samisk kultur. 2 Nordkapp - Europas nordligste punkt. Midnattsolen gjør opplevlesen til noe helt spesielt. 3 Nord-Norge er ypperlig for sykkelferie, som er på Helgelandskysten. FIREWORKS IN NORWEGIAN 3 Helgelandskysten. Foto: Terje Rakke/ Nordic life/wwwvisitnorway.com FAKTA: Hurtigruten Nordlys. Foto: Terje Rakke/ Nordic life/visitnorway.com ENJOY THE MOST BEAUTIFUL VOYAGE IN THE WORLD Lofoten. Foto: Frithjof Fure/visitnorway.com Sedissimpe imi, cus eum quates doluptati reriosa deseces re velit harum quo que et quae liatatios seri auditius et quam ut quamus adis ipissit intione ctatur repudis dem harum idebitatur, exped ntempor ehendig endaest facest, consendaecta consent adipsan ditatiusdae quo eicit qui aut fugiatur untur a simus dit quist pa Tum, officientem. Nequi oditas adias sitatum qui assitio con reped que aliqui quiande ssimagnatur? adio. Nus et voluptatium volorem il mos essi autenient. Sum endis Ximus aspictur, sam faces est re, officid uscitemporia nusandae pore inciis rectatent ommoluptur adi que ilici aut fuga. Et quae pedi dolest quo bea at verrovi denima de verum as eum sae simaio. Et aspedias eosam int con con plicium inis et aute volum in porrorestio. Feruntotas maxima aut fugia porerum repersp icitionem is a nos si inihitatis ipsunt labores quias vellecu ptatur, cus.et rehendi picitem quibusc ipientor rent eum enditat. Utemos voluptium erspit que quassimin con cupitis as alique volorerio conserum voluptatqui doluptas si cor reicia soluptam sum ent voluptatis ni consequunt accatii squaerestio consequam vel is ut. Your 7 day voyage begins in Bergen and calls at 34 ports on your fascinating journey into Northern Norway and arrives in Kirkenes. From 816 p.p. 38

39 STORD STRYN VOSS FREDRIKSTAD ENJOY THE CITY: Supplements / experience maps Some examples of how the creative concept can be used with the experience maps. «AT THE OPERA» IN NORWEGIAN Oslo. Foto: Nancy Bundt/visitnorway.com Oslo. Foto: CH/visitnorway.com Oslo. Bjørn Eirik Østbakken/visitnorway.com Aker Brygge, Oslo. Foto: Nancy Bundt/ visitnorway.com 1 I den urbane bydelen Grünerløkka ligger småbutikker og restauranter tett i tett. 2 Byen ved sjøen. Aker Brygge er et populært samlingssted sommerstid. 3 Frognerparken med Gustav Vigelands kjente skulpturer. Frogner Parken, Oslo. Foto: Hagelund/ Birdseyepix.com/visitnorway.com LONDON - OSLO 45 from VISIT OUR NATIONAL PARKS: MAIN ROAD IN NORWEGIAN Jostedalsbreen. Foto: Anders Gjengedal/visitnorway.com Om du vil se det aller beste av norsk natur, må du ta på deg fjellstøvlene! Dette er en ferie som bringer deg tett på naturen og som holder kropp og sinn i form. Norges fjellområder er mer uberørt sammenlignet med Sentral- Europa. Det er lengre mellom sporene etter sivilisasjonen. Du kan gå i dagevis uten å bo på annet enn ubetjente eller selvbetjente hytter. Du finner også fjellområder med godt tilrettelagte løyper, betjente hytter og hyggelige fjellhotell som byr på komfort, god mat og vin, en belønning som smaker ekstra godt etter aktivitet hele dagen. Norge har 41 godt bevarte nasjonalparkriker, og et kjennetegn ved landet er at du alltid er nær naturen. Selv i de største byene er det kort vei til endeløs vakker natur. Likevel kommer vi ikke bort fra at fjellvandring i Norge handler om enkelhet. Om stillhet. Om å komme tettere på naturen. Kort eller lang tur? Du finner en mengde egnede områder som har etablert godt tilrettelagte stier i alle vanskelighetsgrader og landskaper. Velg mellom høyfjellsdestinasjoner, fjordlandskap og ute ved kysten. Over hele Norge finnes nettverk av stier hvor man kan vandre i noen timer eller flere dager fra hytte til hytte. Stiene er merket med den karakteristiske røde T-en, og drevet og vedlikeholdt av Den Norske Turistforening. Gjenopplev den norske historien til fots. Rjukan byr på vandreturen i «sabotørenes fotspor» som beskriver et av de mest berømte tiltakene for å forhindre at Hitler utviklet atomvåpen og som dannet inspirasjonen for filmen «Heroes from Telemark». Pilegrimsleden tar deg gjennom middelalderens ferdselsvei, full av interessant historie, til Olav den Helliges grav i Trondheim. 1 1 Sesongen varer fra mai til oktober. Ute ved kysten kan man ofte gå på tur nesten hele året. 2 Turstiene er merket med varder og røde T-er som viser at du er på rett vei. 3 En guide kan også gi deg fjellopplevelser du aldri kunne fått alene, for eksempel ved ta deg med på klatreturer eller på brevandring. 2 3 Hardangervidda Jotunheimen Femundsmarka Dovre Børgefjell Hallingskarvet Reisa Saltfjellet Rondane Ånderdalen Stabbersdalen Reinheimen Møysdalen Jostedalsbreen Hardangervidda Jotunheimen Femundsmarka Dovre Børgefjell Hallingskarvet Reisa Saltfjellet Rondane Ånderdalen Stabbersdalen Reinheimen Møysdalen Jostedalsbreen 39

40 Supplements / experience maps Finnmark. Foto: Johan Wildhagen/ 1 visitnorway.com 1 Kongekrabbesafari. Hvalsafari. Kongeørnsafari. Valget er ditt. Some examples of how the creative concept can be used with the experience maps. 2 Bo tett på havet i en rorbu! Nærmere naturen kommer du ikke! 3 Fjellfiske, elvefiske, havfiske. Mulighetene er mange. Hvorfor ikke dra på fiskesafari med hele familien? 3 Hemsedal. Foto: Yngve Ask/visitnorway.com 2 Reine. Foto: C.H./visitnorway.com 10 9 WEIGHT LIFTING IN NORWEGIAN Sedissimpe imi, cus eum quates doluptati reriosa deseces re velit harum quo que et quae liatatios seri auditius et quam ut quamus adis ipissit intione ctatur repudis dem harum idebitatur, exped ntempor ehendig endaest facest, consendaecta consent adipsan ditatiusdae quo eicit qui aut fugiatur untur a simus dit quist pa Tum, officientem. Nequi oditas adias sitatum qui assitio con reped que aliqui quiande ssimagnatur? adio. Nus et voluptatium volorem il mos essi autenient. Sum endis rectatent ommoluptur adi que ilici aut fuga. Et quae pedi dolest quo bea con Ximus aspictur, sam faces est re, officid uscitemporia nusandae pore inciis at verrovi denima de verum as eum sae simaio. Et aspedias eosam int con plicium inis et aute volum in porrorestio. Feruntotas maxima. fugia porerum repersp icitionem is a nos si inihitatis ipsunt labores quias Nord-Norge. C.H./visitnorway.com aut vellecu ptatur, cus.et rehendi sitatum qui assitio con reped que picitem quibusc ipientor rent eum adio. Nus et voluptatium volorem il enditat. Utemos voluptium erspit mos essi autenient. Sum endis rectatent ommoluptur adi que ilici aut que quassimin con cupitis as alique volorerio conserum voluptatqui fuga. Et quae pedi dolest quo bea doluptas si cor reicia soluptam sum con con plicium inis et aute volum in ent voluptatis ni consequunt accatii porrorestio. Feruntotas maxima. squaerestio consequam vel is ut. Tum, officientem. Nequi oditas adias 10 of the best places to fish: 1. Lesja 2. Saltstrømmen 3. Atlanterhavsvegen 4. Lærdalselven 5. Stjørdalselven 6. Lesja 7. Saltstrømmen 8. Atlanterhavsvegen 9. Lærdalselven 10. Stjørdalselven FACTS GEIRANGERFJORD SKAGEFLÅ 250 metres above the Geirangerfjord. The mountain farm of Skageflå is situated 250 metres above the Geirangerfjord. Take a sightseeing boat, RIB or taxi-boat out to Skagehola and start climbing the path up hill. The route is well marked and parts are secured by steps carved into the rocks and by handrails. From the farm you have a great view over the Geirangerfjord and the Seven Sisters Waterfall. From Skageflå follow the path to Holmlong via the Holmlongsaetra Mountain Farm. The path is close to the impressive precipice towards the fjord. STAY COMFORTA BLY IN GEIRANGER In Geiranger there are several accommodation options - hotels, campsites and cabins. Hotel Union offers you a fantastic spa, in addition to great food and accommodation. Season: May to September Distance: Five to six km Height: 0 to 544 metres Level of difficulty: Experienced hiker Time: One hour to Skageflå, two to three hours further to Holmlong Destination Geirangerfjord and Trollstigen AS Tel.: info@visitgeirangerfjord.com FOR MORE INFORMATION visitalesund.com visitgeirangerfjord.com nordfjord.no FACTS Foto: Per Eide/Fjord Norway National Geographic has rated the Norwegian fjords as the best destination in the world. Nowhere else is there such proximity between fjords, the open sea, mountains and glaciers as in and around Ålesund, Nordfjord and Geiranger. 1 Disquiania ne noneture corest, conem sundeliquia perate plaborumquis renieni dus mossiti simusdae lautempore liquodisquas doloria invellest, non prat etur simint, ea doluptateevel il auda. 2 Disquiania ne noneture corest, conem sundeliquia perate plaborumquis renieni dus mossiti simusdae lautempor. FACTS TRANSPORT from Oslo Ålesund 547 km Stryn 480 km Geiranger 435 km To Åndalsnes bus connections to Geiranger, Ålesund and the inner Nordfjord 2 Disquiania ne noneture corest, conem sundeliquia perate plaborumquis renieni dus mossiti simusdae lautempore liquodisquas doloria invellest, non prat etur simint, ea doluptateevel il auda. Daily connections from Oslo, Bergen and Trondheim Ålesund Airport Vigra good domestic connections and direct routes to Riga, Copenhagen, Alicante and London National Geographic has rated the Norwegian fjords as the best destination in the world. Nowhere else is there such proximity between fjords, the open sea, mountains and glaciers as in and around Ålesund, Nordfjord and Geiranger. Disquiania ne noneture corest, conem sundeliquia perate plaborumquis renieni dus mossiti simusdae lautempore liquodisquas doloria invellest, non prat etur simint, ea doluptateevel il illatiorest, non reped quatur se voluptaes molumen ducienihit quas ni utatiatur, cupta solenihitae idelic to doluptas endistius repe sequam, consequiam et odi dolupid itiorerum si unt liquae vollaborro torum faccatur, nos mincius andion experecest aliquas pedipsaet parum vollaccus, quia audam restionet ulparum des comniet volorrovit audae plictur, sapel eturior emolorest, velisciatet, to et dolor aut. Sandane Airport and FOR MORE Ørsta/Volda Airport to/ INFORMATION from Oslo Airport Gardermoen. visitgeirangerfjord. visitalesund.com com nordfjord.no SLOGEN The Sunnmøre Alps. In the middle of the Sunnmøre Alps people are able to reach the summit. The walk up from Øye is quite you will find the impressive peak Slogen. From the Hjørundfjord demanding and has some climbing it rises vertically as a triangular towards the end. Slogen can be pyramid. As far back as 1884 the reached on your own or with a local English mountain climber Slingsby guide. At 1,564 metres above sea described the panoramic view from level you are rewarded for your hard Slogen as the proudest in Europe! work a breathtaking view towards Despite it looking inaccessible, most the stummits surrounding you and SKÅLA Norway s longest climb from fjord to mountain. At 1,848 metres above sea level, the cabin for the Norwegian Trekking Skåla towers high in Loen, at the Association. Imagine watching innermost part of the Nordfjord. The the spectacular sunset from the top mountain, with its characteristic and waking up to see the sun rise rock tower at the summit, started above the high mountains in longest off as a project from a local GP, uphill, but despite this, the trip is Kloumann, who believed patients manageable for most people with a with tuberculosis could be healed by normal level of physical fitness. the thin air at the top. The tower still stands and is now a self-service the beautiful Hjørundfjord. STAY BY SLOGEN You may wish to combine the trip with a comfortable stay at Hotel Union Øye by the Hjørundfjord. If you wish to stay on the mountain itself, the Patchellhytta Cabin (DNT) is the place for you. STAY BY SKÅLA Hotel Alexandra is a five-minute drive away and offers a high degree of comfort with its own spa, an bundant buffet and spectacular views over the fjord. It is the perfect place to rest and be pampered after the hours spent walking uphill earlier that day. accommodation, there are plenty of other possibilities. Season: May to September Distance: Five to six km Height: 0 to 544 metres Level of difficulty: Experienced hiker Time: One hour to Skageflå, two to three hours further to Holmlong Destination Geirangerfjord and Trollstigen AS Tel.: info@visitgeirangerfjord.com WHERE ARE WE? Map number 15 on cover FOR MORE INFORMATION visitalesund.com visitgeirangerfjord.com nordfjord.no FACTS Season: May to September Distance: Five to six km Height: 0 to 544 metres Level of difficulty: Experienced hiker Time: One hour to Skageflå, two to three hours further to Holmlong Destination Geirangerfjord and Trollstigen AS Tel.: info@visitgeirangerfjord.com WHERE ARE WE? Map number 15 on cover FOR MORE INFORMATION visitalesund.com visitgeirangerfjord.com nordfjord.no 40