Aller ready with a major Norwegian holiday initiative

The pandemic has turned life upside down for many of us. Fortunately, when doors close, new ones usually open. In the summer of 2020, Aller took the difficult pandemic situation seriously and launched Norgesferie. An editorial initiative that produced and collected relevant stories about vacationing in Norway, as we now had to postpone trips abroad. It was a "huge success". The interest was enormous. This year, we repeated the success and have seen another huge success. Last summer, our figures showed that the articles had produced just under 50 million page views, which was double that of the previous year.

Unfortunately, we are not done with the pandemic, and we will continue to focus on Norwegian holidays. We want to help readers focus on the fall holidays, Christmas holidays, winter holidays, Easter holidays and a new round of summer holidays. We will focus on travel, experiences, hotels, cabins, tours and general travel and leisure.

- "We want to help ensure that most people have good experiences and a rich and proper use of their free time and vacation time. We need bright spots and joys, even if we still have to give the demanding pandemic a lot of thought," says editor Rolf Fiske of DinSide, who has editorial responsibility for the Aller initiative.

Major investment

Norgesferie is a collaboration across strong Aller brands such as Dagbladet, Børsen, DinSide, KK, Se og Hør, Vi and SOL. Throughout the year, and especially around the periods when people take advantage of their vacation and leisure time, news, reviews and tests related to the Norwegian holiday will be published daily. We have also collected the articles on the website www.dagbladet.no/norgesferie.

- The purpose of the initiative is to inform, inspire and help people to get an overview - so that their holiday is as successful as possible. For most of us, holidays are synonymous with travel, experiences and activities, and that's how it will remain in 2021 and 2022. We will tell readers about the best trips, the best destinations, how to get there and where to stay - whether it's cabins, hotels or camping," says Fiske.

Readers are invited to

As part of this, readers are invited to share their best vacation tips. Using a simple form, you can add photos and destinations you think are worth a visit. The idea is that all the gems, whether hidden or well-known, will eventually be plotted on an interactive map of Norway. This will make it easy for everyone to find them, according to Fiske. Maybe you'll discover something completely new and exciting in your own local area?

Commercial - advertisers want to identify with Norgesferie.

- "Following the success of contextual advertising on Norgesferie, where advertisers are given orchestral space around articles on a topical theme. Where the advertising message blends in with relevant seasonal content, we recently expanded the concept to include fall holidays, Christmas holidays, winter holidays and Easter holidays. Advertisers have communicated a strong desire to continue to associate themselves with such editorial content, and we listened to that," says Commercial Business Developer at Aller Media, Henrik Staib.

- Contextual advertising is now a year-round product we offer our advertisers, rather than a "one off". Take the Christmas holidays as an example: According to NHO Service og Handel, Norwegians will spend no less than NOK 118 billion at Christmas, so we understand that advertisers want to reach this target group in our safe editorial environment, across all our brands, with relevant advertising messages. Here, brand safety is paramount.

- And when we also know that the right use of contextual advertising can potentially result in up to 7x more impact from the exposure, a potential boost of 30% increase, - the same on "credibility", "sender identity" and "behavioral intent" as well as 3x better "viewability", this explains why the market is demanding more of such ad products, concludes Henrik Staib.

Contact us for more information about contextual advertising on our Norwegian holiday initiative.

(Sources: NHO Service og Handel, Links to ANFO Effect)"