Presentation in Pdf

NORSK FOLKEMUSEUM
Tourists as a Target Group
Josephine Østern
Marketing Advisor and Sponsorship Manager
Norsk Folkemuseum, Oslo - Norway
Norsk Folkemuseum at Bygdøy
Bygdøy is a peninsula with large
recreational areas in central Oslo.
The woods, beaches and fields
are popular destinations for the
citizens to go for Sunday walks
and other outings.
The peninsula also hosts five
large museums that are visited by
both locals and tourists.
NORSK FOLKEMUSEUM
Norsk Folkemuseum
- See Norway in a day!
NORSK FOLKEMUSEUM
Norsk Folkemuseum shows traditional Norwegian culture and history.
The Open-Air Museum features 155 authentic buildings from different
national regions, like Gol Stave Church, from the 13th century.
We also have indoor permanent collections and temporary exhibits.
NORSK FOLKEMUSEUM
Contact with
nature
Take A
walk
Folkedans
Lefsebakst
Nice
place for
the kids
A place for
contemplation
and silence
Norwegian
wooden
houses
Medieval
ornaments
People in
folk dress
Nasjonale
verdier
Animals
grazing in
the fields
Open-Air Museum
History
Farmsteads
Museum at
Bygdøy
1
Touristattraction
LKEM
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F
8
94
OSLO
Winter
City
Exhibits
EU
US M
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NO SK
Summer
Research
Corporation
Contemporary
Socitey/
Multicultural
R
NO SK
1
8
EU
US M
Touristattraction
LKEM
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94
OSLO
Research
institution
1
LKEM
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8
EU
US M
R
NO SK
History
94
OSLO
Contemporary
Society/
Multicultural
1
LKEM
O
F
8
EU
US M
R
NO SK
Open-Air Museum
94
OSLO
Indoor exhibits
1
LKEM
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8
94
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City
EU
US M
R
NO SK
Farmsteads
1
LKEM
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Winter
EU
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Summer
Number of visitors to Norsk Folkemuseum
Average amount of visitors er about 236.000 per year
NORSK FOLKEMUSEUM
300 000
250 000
237 609
2005
260 107
2004
240 638
264 307
241 068
225 179
100 000
203 318
150 000
266 176
200 000
50 000
0
2001
2002
2003
2006
2007
2008
The Visitors - Our Target Groups
Who are we communicating with?
NORSK FOLKEMUSEUM
Individual Visitors
•Locals
•Families
•Culturally interested adults
•Foreigners living in Oslo
•Non-locals
•Norwegians
•Foreigners
Group Visitors
•Foreigners
•Cruise
•Touroperators
•Agents
•MICE
•Norwegian
•Schools, kindergardens and students
•Unions and organisations
•Companies
Information & Target Groups
NORSK FOLKEMUSEUM
The Media
Tourist
Visit us!
Experience
Public authorities;
authorities;
Ministry of Culture,
Culture,
Government,
Government, politicians
etc…
etc…
EVERYBODY
The general public
NonNon-visitors
Scientists, museum
professionas
Schools
General
Popular
Information
Educating
Families
Cultural heritage
and history
Locals
Contemporary Society
Multicultural
Retired people
Tourists and the summer season
60% of our visitors come during the summer months of June to September
In this periode 73% of them are tourists.
Summertime Product
NORSK FOLKEMUSEUM
During summer the Open-Air Museum is filled daily with people in
costumes and activities. Domestic animals graze the fields.
Medieval
ornaments
NORSK FOLKEMUSEUM
Events for Locals & Tourists
*Christmas Fair
*Easter Celebration
*Midsummer Celebration
*Shrovetide Carneval
Midsummer Eve
NORSK FOLKEMUSEUM
Marketing & Distribution
Touristmarket
•Special contracts for touroperators & cruiseagents.
•Advertising and listing in international guides, web-pages,
newsletters and magazines.
•Invitational excursions for agents and the travel media.
•Production and distribution of a tourist brochure.
Distribution to:
•hotels, camping centers, touristinformation, other
museums etc.
•Travel Fairs and Professional Fora
•Cooperations with:
Visit Oslo = Oslo Guide, Oslo Pass, What’s On, Oslo Map,
Information board at the Touristinformation
Visit Norway = NRI-guide (Travel guide), Productmanual –
Venture Norway, Official Guide to Norway, News Bulletin
USA, Spanish Guide to Norway etc.
Oslo Cruise Network = Active member
Museums at Bygdøy= shared brochure, distribution
NORSK FOLKEMUSEUM
Examples of Communication
NORSK FOLKEMUSEUM
Who is our Competition?
Tourist segment:
Obvious –other museums and attractions in Oslo :
NORSK FOLKEMUSEUM
Vikingships, Fram-Museum, Kon-Tiki, Holmenkollen Ski Jump, Vigelands Park,
National Museum, Akershus Fortress, City Hall, the new Opera (also attracts
more tourists to Oslo)
Less obvious:
Aker Brygge – Shopping and Restaurant area, Hadeland, forest area, the
fjord, Maihaugen, Tryvann Winterpark, concerts and festivals, shopping,
galleries
Foto: Matjaz Intihar
Our Competitors are also our Partners!
NORSK FOLKEMUSEUM
Together we are the destination:
Bygdøy
Oslo
Norway
In a competitive international market.
We need each other!
Open-Air
Museum
History
Farmsteads
Museum at
Bygdøy
1
Tourist
attraction
LKEM
O
F
8
94
OSLO
Winter
EU
US M
R
NO SK
Summer
Research
Corporation
Contemporary
Society
City
Indoor
exhibits
R
NO SK
8
EU
US M
1
LKEM
O
F
94
OSLO
Research
Corporation
Contemporary
Socitey/
Multicultural
Marketing & Distribution
Local market
NORSK FOLKEMUSEUM
NORSK FOLKEMUSEUM
NORSK FOLKEMUSEUM
Meet the People of Norway!