Best in test May

Marketing Manager at Innovation Norway, Beate Brænden Eidsand.

Ingvar Sandvik marketing director at TNS Gallup.

This month's Best in Test winner scored well above the average for the travel industry. The evocative ad for www.visitnorway.no was printed in Magasinet in May and is part of a larger campaign from Innovation Norway. The campaign aims to create increased focus and attention for Norway as a place for unique vacation experiences.

Creating a desire to travel
- With this summer campaign, we want to create a desire to travel in Norway, and this particular ad in Dagbladet will make Norwegians want to experience Northern Norway. It shows in a visual way what experiences and impressions you can get by spending your vacation here," says Beate Brænden Eidsand, Marketing Manager at Innovation Norway.

Image reproduction is important
We have chosen to advertise in Dagbladet because this medium reaches our target group well," says Brænden Eidsand. "Readers are active and have a great interest in holidays - both in Norway and abroad. The magazine's ability to reproduce large and colorful images is also important.

Good feedback
The website Visitnorway.no is the place to find inspiration, plan and book holidays in Norway - and according to the marketing manager, the target group is people with an interest in nature who want to explore and share experiences in Norwegian nature.

- "We have received good feedback on the ad and have seen that traffic on the pages has increased. But we won't know the effect of the campaign, and this ad in particular, until the season is over and we can see the number of guest days and the response from participants in the campaign," she says.

Hits the mark
- The great strength of the Visitnorway.no ad is that it hits the target group in a positive, engaging way. The ad appears to be "actively positively engaging" by being exciting, useful and engaging. The scores here are above the industry average. At the same time, the ad is both pleasant and relaxing, which is also far better than average. The ad hits its target group well and motivates people to realize their plans to spend their holiday in Norway," says Ingvar Sandvik, marketing director at TNS Gallup.

- "The ad had a high hit rate on likes with a score well above the average for the travel industry," adds Yngvild Nesheim, senior market analyst at Dagbladet. Women in particular like the ad. Respondents dream away in the ad and are in the mode of booking a vacation in Norway.