Media buying and planning agency, Arena Media, is working on a multimedia campaign for the Norwegian Tourist Board, Innovation Norway, encouraging London commuters to experience the famous Northern Lights this winter.
The campaign, comprising outdoor, print and digital created by creative communications agency Mr H, positions Northern Norway as the ultimate tourist destination to see the Aurora Borealis.
Arena’s strategy centres around creative elements designed to ‘lighten up’ waiting times between Tube journeys with enticing images of the Aurora Borealis. Outdoor activity is purely London Underground based: a combination of 16 sheet posters and digital cross-track advertising featuring 20-second videos showcasing the best of what Northern Norway has to offer.
These ads will run during peak afternoon commuting times – between 4 and 7 pm – in 17 underground stations. The digital component of the campaign includes a tie in with the Norway Travel and Culture section of the National Geographic website, as well as display ads – including an XXL MPU (a 990x600 pixels ad).
This is complemented by sponsorship of Telegraph.co.uk’s online travel videos and in-text advertising – targeting associated keywords through Vibrant Media – and targeted ads on the Lonely Planet and Teletext Holidays websites.
Relevant users will also be targeted via solus email. In print, a series of ads will appear in key national newspaper travel supplements over the next few weeks, including The Times, The Sunday Times, Evening Standard, Time Out, and The Daily Telegraph.
Creative assets comprise two different campaign ads – one showing the lights, and another featuring husky dog sledging – illustrating additional exciting outdoor activities on offer, to differentiate Norway in the fiercely competitive travel market.
The campaign’s target audience is ‘prosperous adventurers’ – consumers aged 35-64, with disposable income when enjoy off the beaten track, cultural holidays. Katie Hebenton, senior planner buyer at Arena Media said: “With so many destinations competing both on and offline for recognition within the travel space, the focus of our campaign is to provide stand out, high-impact visuals, to encourage commuters to take in the full experience.”
Catherine Foster, Country Manager for Tourism, at Innovation Norway said: “Arena’s integrated outdoor and digital approach is the perfect showcase for our material. Our intention is to bring the Northern Lights to London commuters to show them just what Norway has to offer, and we’re very pleased with the results so far.”
The campaign will run across all platforms this autumn. Arena is also in talks with Innovation Norway about a new campaign, which will run in early 2011, keeping tourism in Norway front of mind for the summer months.
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