MARKET REPORT ITALY 2011

PROJE
ECT RE
EPORT ITALY
Y 2011
1
1) Projec
ct reports
a) Pre
ess
b) Bra
ansjebearbe
eidelse
c) NTW
W - Hauges
sund
d) Norrdic WS in Milan 25.10
0.11
e) Dis
stribution
f) Pub
blic & Trade
e fairs: BIT
T, BMT, TTG
G
g) Visitnorway.it
h) Norrway Camp
paign
i) My Northern Lights
L
Campaign
j) Co--marketing with Iperb
borea
k) Co--marketing with Newton
l) Co--marketing with NSEC
C
m) Rep
putation Bu
uilding – Na
ansen & Am
mundsen
n) Rep
putation Bu
uilding – No
orwegian Ev
vening in M
Milan 24.05.2011
o) Rag
gnarock 20
011
a) Press 2011
Media
•
•
•
•
•
•
•
in Italy:
179 daily newspapers, where 14 are considered the most important on a national level
500 TV channels, 11 of which has a national coverage
191 satellite channels
17 national radio channels
Over 1.000 local radio channels
1.293 magazines, 622 technical publications, and 29 of these go under the category “travel,
tourism and spare time”.
1.868 foreign magazines represented in Italy
Innovasjon Norge Italia has 20.461 press contacts.
Innovasjon Norge offer the following press services, organizing press trips, sending out press releases
and newsletters, organizing events to create new contacts and build up our database.
2011: 567 articles about Norway have been published, and the value for the advertisement is NOK
108.330.260. The value is very high, thanks to the May edition from Meridiani magazine, with only
articles about Norway.
The value of TV and radio programs is not included. The value of the articles can be up to 3 times higher
than the value of the advertisement, and that is why all the articles in the Italian press are an important
addition to the official Norway profile.
Other press activities organized during 2011:
•
•
•
•
17 February - Press conference at BIT fair in Milan. 150 journalists attended the event.
9 March - Workshop press ADUTEI. 60 journalists showed up during the event.
25 October - Seminar during the Nordic Workshop Milan. Trade press.
29 November – Christmas party ADUTEI. Ca. 200 journalists attended the event.
From January – December 2011 Innovasjon Norge Italy has organized / coordinated 39 tours for 108
journalists /photographers/cultural representatives.
Media
Journalist/
photographers
Period
Destination in
Norway
Circulation
Frequency
1
Elle Décor
Robert Holden
Janne Kalb
28.0107.02.
99.453
Monthly
2
Freelance
01.-08.02.
3
Sciare
11-21.02.
Troms and
Finnmark
40.000
Monthly
NOK 55.600
4
Grouptrip EFF:
GQ,
Corriere
Adriatico
Snob
Production
Renato Da Pozzo
Martino Frova
Lorenzo Conte
Franco Gionco
Laura Seber
Luca Farina
Danilo Moratelli
Bianca Geddes
Gabriele Zanatta
Andrea Taffi
Finnmark, Troms,
Trøndelag, Fjords,
Oslo
Narvik
08.-11.02.
Lofoten
18.-21.02.
Oslo
20.0206.03.
Oslo 2011
20.000
Monthly
Contacts
Embassy
Rome.
NOK 48.000
OtR: 25.000
P: 100.000
V: 100.000
VdS:
150.000
49.200
Monthly
5
Raffaele
Constantivo
Eva Barrera
Carlo Brena
6
Sci Fondo
7
8
RAI TV
Diverse
magazines
RAI
On the Road
Partiamo
Viaggiando
Viaggi del Sole
4 pax
Luca Bracali
Antonio Manta
Gianluca Oppa
Veronica Derosas
11.-16.03.
Alta
10
Yacht Capital
17.-21.03.
Lofoten
11
Freelance
Marco Santini
Barbara Riboldi
Irene Peroni
04.-09.03.
Svalbard
9
27.0206.03.
Advertising
value 1/1
page
NOK
128.000
Oslo 2011
Svalbard
Monthly
NOK
160.000
12
Meridiani
13
Dove
14
15
Meridiani
Lonely Plane
Radio Capital
16
RAI LAZIO
17
20
Freelance
grouptrip in
collaboration
with EFF
Carrefour and
press with EFF
Culture
contact
Embassy
Rome
Elle
21
RAI 3 TV
22
Itinerari &
Luoghi
Freelance
18
19
23
Alex Masi
Valentina Murelli
Enrico Martino
16.-27.03.
68.500
Monthly
NOK 92.000
146.673
Monthly
68.500
Radio Capital
1.550.000
Monthly
NOK
160.000
NOK 92.000
Fabio Braibanti
Giuliana Gandini
Elisabetta Lampe
Doris Zaccone
Massimo Voci
Stefania Giordani
Angelo Pittro
Paolo Alessio
Andrea Marini
Armando barbieri
Sabrina Larese
Bianca Geddes
Danilo Ange
Chiara Maci
17.-24.03.
Oslo, fjord,
Lofoten, Tromsø,
Nordkapp
Ski&Sails Fjord
27.-30.03.
03.-09.04.
Oslo
Oslo, Lofoten
03.-07.04.
Lofoten
10.-13.04.
Lofoten
14 pax
09.-12.05.
Bergen
Fabio Ferretti
25.-31.05.
Lofoten, Oslo,
Bergen
Luca Berti
May 2011
Oslo
227.157
Monthly
NOK
336.000
Tomaso Javidi
Marco Fiata
Rino Gomiero
30.0504.06.
12.-17.06.
Oslo, Fjord,
Bergen
Bergen, Fjord
Viewers
2.000.000
72.400
Monthly
NOK 60.000
Maurizio Karra
Girolama Ferrante
Joy Carozzi
Rosamaria
Coniglio
Andrea Varani
Nicola Moretto
Ezio Diaferia
Natalia Belova
Olga Serova
Gioia Carozzi
June 2011
Norway
26.-30.06.
Cruise MSC Fjord,
Kristiansand
167.521
Monthly
(insert
with
economic
journal
Milano
Finanza)
NOK
338.800
NOK
200.000
NOK 25.600
24
Ladies &
Gentlemen
25
Bell’Europa
Gabriele Croppi
12.-23.07.
Oslo
72.931
Monthly
26
PleinAir
18.-23.07.
Lofoten, Oslo
87.000
Monthly
27
Diva & Donna
Paolo Simoncelli
Paola Mascioli
Daniela Cattaneo
Francesca Della
Noce
Corrado Balzi
Micol Salvioni
Domenic di
Campo
Andrea Varani
Nicola Moretto
Cathrine
Nørgdard Stub
Anna Hoffmann
Kierkegaard
26.-28.07.
Cruise MSC Fjord,
Kristiansand
309.903
Weekly
NOK
560.000
28
Viaggi24.it
25.-31.07.
Lofoten
900.000
pageviews
29
MeteGustose
Fabrizia
Postiglione
Tomas Kocjan
Alessia Carrer
Riccardo Rizzardi
30.0713.08.
30
Bell’Europa
Dove
Oslo,
Gudbrabdsdalen,
Fjord Norge
Bergen,
Hurtigruten, Oslo
Monthly
BE: NOK
200.000
D: NOK
160.000
Ornella D’Alessio
Andrea Pistolesi
17.-24.08.
BE: 72.931
D: 146.673
31
Family
yGo.eu
Elisabetta Sarco
o
ergio Loreti
Se
Frrancesco Loretti
(c
child)
Ja
acopo Loreti
(c
child)
16.-27.08.
Oslo, Southern
S
Norway
y, Fjord
Norway
y
32
Bell’Eu
uropa
Su
usy Mezzanottte
21.-30.08.
Finnma
ark
33
Freelance TV
Freelance TV
28.0805.09.
05.-19.09.
Svalbard
34
Narvik
35
Archite
ecture
Embas
ssy
Rome
L’Eco di
d
Bergamo
Cult
Lu
uca Bracali
Giiancarlo Corsi
Re
enato Da Pozz
zo
Lu
uca Temperini
Fu
ulvio Maiani
Sttefano Campa
ari
An
ntonello Alici
16.-24.09.
Oslo
Niiccolò Bonini
Be
eraldi
Ro
osario Naima
Crristina Barison
ne
ntonino
An
Co
ondorelli
14.-17.09.
36
37
38
39
Photog
grapher
Trip in
n
collabo
oration
with E
EFF
La7 – TV
Matteo Capanna
Sttefano Serra
72.931
Monthly
NOK
200.000
Tromsø
ø
59.530
NOK
145.152
20.-24.10.
Oslo
10.000
Daily
er
newspape
Monthly
26.1002.11.
Kirkene
es, Vadsò
24.-30.11.
Oslo
Viewers
1.000.000
Winnertrips/contests in rela
ated to the
e Co marke
eting
1
2
3
4
5
6
7
Conte
est
Happy
y Hour EFF 2010
2
Carre
efour
Iperborea
Perfettti
Perfettti
Perfettti
Ryana
air
Winners
2 pax
2 pax
2 pax
2 pax
2 pax
2 pax
2 pax
Period
17.-20
0.03.2011
01.-03
3.2011
26.-28
8.08.2011
07.-09
9.11.2011
11.-13
3.11.2011
11.-13
3.11.2011
12.-15
5.11.2011
Destin
nation
Lofoten
Oslo
Oslo
Oslo
Oslo
Oslo
Oslo
appy about the results of the press
s trips and of
o all the pre
ess releases
s
Innovation Norway Itally is very ha
We can see th
hat the journ
nalists trave
elling to Norw
way are very
y loyal, and everyone th
hat has been
n
sent out. W
in Norway does publis
sh an article
e or preparre a TV pro
ogram. Whe
en it comes to press re
eleases and
d
s, we have had a nice feedback from
m editors and
d travel marrket, asking for more infformation on
n
newsletters
the subjects they’ve rea
ad about.
Lonely Pla
anet – Radio
o Capital
Innovasjon Norge Italy has collaborated the
last years w
with Lonely Planet,
P
and together
t
with them w
we organized
d a press trip to Oslo
and Lofoten
n with Radio Capital in th
he period,
3-9 April.
es from
Radio Capittal had daily programme
Norway on the radio; 4,
4 5, 6, 7, 8 of
o April h.
12:00-13:0
00, and Lone
ely Planet sent
newsletter tto public and
d trade (30.000).
The results from the prress trips were very
good and we
w had article
es about Norway on
www.lonely
yplanetitalia.it, and www
w.capital.it.
Further more Innovasjo
on Norge published
way and Lone
ely Planet
newsletter on VisitNorw
together with Radio Capital promotted the trip
gazines, and
d promo on
in newspapers and mag
radio.
May 2011 NORVEGIA
N
Meridiani M
Monthley m
magazine, Me
eridiani
May issue: «NORVEGIA
A»
185 pages, value NOK 17.020.000..
b) TRADE Project
In Italy the tourist sector is divided in ca. 12.000 travel companies; among these 300 pure tour operators
and 9.600 travel agencies.
Many travel agencies are fully licensed in order to operate as tour operators and occasionally they
organize trips bypassing tour operators.
Innovation Norway is working with the most important Italian Tour Operators specialized on Scandinavian
destinations and has a database with all travel agencies (regularly receiving information).
Innovasjon Norge Italy’s database includes:
•
16.885 tour operators, travel agencies, MICE contacts, CRAL and other tourist trade contacts.
•
20.461 press contacts (journalists, magazines, TV, Radio).
•
66.359 end consumers.
97 tour operators have Norway in their programmes, with 25 of these that can be considered “Norway
specialists” (counting only the ones which regularly organize trips all over Norway and have the
destination in their own catalogues).
Most of the Italian tour operators work with a Norwegian or Scandinavian DMC / incoming tour operator.
The Trade Project Tourism (bransjeprosjekt) is a one-year project focused on the holiday and leisure
market. It is run each year in order improve the knowledge of Norway by those working in programming,
sales and distribution.
It’s also useful for the development of right products to be sold by the tour operators.
Promotion towards trade means to get the Norwegian travel products directly to the distribution
channels: Through the tour operators to the travel agents and also to other distributors. The local travel
trade is involved in the promotion in the following way: By participating in our study trips and informative
meetings; by receiving our newsletter, brochures and information about products.
By staying in daily contact with the Italian travel industry, Innovation Norway personnel constantly follow
the signals of the trends and the development (distribution channels; technical development such as online sales and tickets; and price sensitiveness such as low-cost fares and last minute sales).
Activities in the Trade project:
The following activities are included in the Trade project:
• Visits to the most important tour operators
• Continuous qualifying of travel agencies/TOs, geographical expansion.
• Development of the database.
• Registration and marketing towards potential new tour operators. Our goal is not that all tour
operators plan travels to Norway – we prefer to spend efforts on those who already plan journeys
to similar kind of destinations.
• Newsletter to the trade.
• Distribution of videos, posters, brochures and product manuals.
• Study trips spring / autumn for tour operators.
• Help and assistance during sales visits.
• Participation - in various cities in Italy - in seminars and presentations of Norway organized in
collaboration with tour operators.
Innovasjon Norge has participated on seminars for sales personnel/tour operators/travel agencies:
•
•
•
Giver Viaggi e Crociere 5 seminars with workshop
Vela Turismo e Crociere 2 seminars
Chiariva by Vivamondo 30 seminars
c) NTW H
Haugesund
d 4-7 april 2011
om Italy participated 9 Italian tour
Fro
op
perators (13 persons, 4 new
w TO):
01
50
50
02
50
03
50
04
50
05
50
06
50
07
50
08
50
09
ACROS
SS THE WORLD
D
AGAMA
ATOUR
BLUEBE
ERRY TRAVEL
L COMPANY
BOSCO
OLO TOURS
CHIARIIVA BY VIVAM
MONDO
GIVER VIAGGI E CRO
OCIERE
GUIDE ALPINE STAR
R MOUNTAIN
SEIVIA
AGGI TOUR OP
PERATOR
TOURIS
ST TRAVEL PA
ANORMUS
d) Nordic
c Worksho
op 25 Octo
ober 2011
The Nordic
c Workshop
p (former S
Scandinavia
an Worksho
op) is an an
nnual eventt organized in
collaboratiion with Vis
sitDenmark
k, VisitSwed
den and Vis
sitIceland offices
o
responsible for the Italian
market. Th
he main go
oal of this project is to
o increase the coopera
ation between the Italian tourist
trade market (Tour Operators
O
a
and
MICE co
ompanies) and the No
ordic touristt industry.
For the 20
011 edition we had the
e following number of partners frrom the No
ordic countrries:
•
•
•
•
Dan
nish participa
ants: 10
Icellandic partic
cipants: 4
Norrwegian partticipants: 15
Swe
edish participants: 12
900 tour ope
erators and MICE
M
compa
anies were in
nvited to the
e workshop.
More than 9
The registra
ations receiv
ved from the
e tour operators were 70
0. 46 tour operators visited the worrkshop (with
h
61 represen
ntatives).
t
visited
d the worksh
hop and rece
eived a press
s kit with the latest new
ws about the
e
5 journalistts from the trade
4 countries.
e) Distrib
bution
Official catalogue: Norvegia 2011 circulation 65.000
6
A total of 26.644 pap
per brochure
es of the Italian Norway guide 2011
have been ordered visiting
v
visitn
norway.it’s brochure
b
ord
dering page
e
011, and 5.385 persons have dow
wnloaded the
e Italian E-during 20
brochure Norway guid
de 2011.
The rest of the cirrculation ha
as been distributed during fairs,,
seminars, the Norwe
egian Emba
assy, consullates, assoc
ciations and
d
councils, press,
p
public
c, and comm
mercial partners.
on still repre
esents one off the most im
mportant too
ols to foster
Distributio
awareness
s, brand building and to influence co
onsumers in their
decision-m
making phas
se. In Italy brochures
b
are
e often used
d both to
choose the destination
n and planniing all the de
etails of the trip. The
d and electronic versions gives the p
possibility
combination of printed
to intercept most of th
he consumers planning to
t visit Norw
way. Also
tour opera
ators and tra
avel agencie
es use this material
m
to ge
et
informatio
on about the
e destination for them orr clients.
f) Fairs 2011
1:
BIT Milan 17–20 February 2011
B with a No
ordic Stand together witth Denmark, Finland, Ice
eland, and
Innovasjon Norge participated on BIT
Sweden. Prress-event th
he 17.02 for 150 journallists. The fair had this ye
ear 100.000 visitors, and
d 5.000
exhibitors ffrom 130 nattions.
Total aere
ea
Year
BIT
no
Milan
Itb
Berlino
Total Exhibitors
Fitur
Madrid
WTM
Londra
BIT
T
Itb
Milano Berlino
Fitur
Madrid
Totali Visitors
WT
TM
Lon
ndra
BIT
Milano
Itb
Berlino
Fitur Madrid
d WTM
Londra
2003
140.000
80 559
5
77 296
6 34 121
5 000 10 662
2
2 329
613
129 000
0
129 947
7
131 098
8 41 376
2004
n.d.
82 897
8
79 943
3 33 453
n.d. 10 003
3
2 185
601
136 000
0
136 844
4
142 140
0 41 886
2005
56 000
83 727
7
84 950
0 41 148
5 000
6 723
3
2 070
622
146 000
0
139 024
4
153 801
1 43 763
2006
56 500
87 154
88 337
7 42 305
5 000
7 053
3
2 402
545
150 000
0
161 401
1
199 495
5 45 459
2007
60 000
88 402
4
90 690
0 42 945
5 000
7 171
1
2 390
553
150 000
0
155 562
2
200 059
9 48 111
2008
60 000
92 383
3
100 499
9 43 131
5 000
7 587
7
2 763
614
155 000
0
177 891
1
255 817
7 49 963
2009
57 000
160 000
0
83 750
0 42 269
5 000 11 092
2
2 314
607
153 800
8
178 971
1
221 000
0 45 571
2010
65 000
160 000
0
75 000
0 42 032
5 000 11 127
7 11 000
623
153 000
0
179 351
1
200 000
0 47 719
2011
100 000
160 000
0
75 923
3 42 023
5 000 11 163
3 10 966
625 100 00
00
170 000
0
211718
8 47 532
2012
65 000
160 000
0
63 019
9
2 287 10 644
4
9 506
89 80
00
172 132
2
210 877
7
VISITORS BIT 2011
BMT Naple
es 1-3 Aprill 2011.
Innovasjon Norge participated toge
ether with TO
O Giver Viag
ggi e Crociere
e, and the in
ncoming age
ents;
Robinson an
nd Terra Nov
va.
BMT
2005
2006
2007
2008
2009
2010
2011
Total number
of exhibitors
540
600
655
665
687
694
689
21.000
20.000
21.000
21.000
21.000
20.000
17.000
17.000
19.800
(+15%)
21.800
22.700
22.700
Exhibition
16.000 sm. 18.000 sm.
area
Total number 14.500 +
16.000
of
2.700
(+10.3%)+
participants
(public)
2.800
(public)
SALONE DEL CAMPER
R Parma 10
0-18 Septem
mber 2011::
Innovasjon Norge participated for free
f
together with the as
ssociation AD
DUTEI. This is a fair for the
camping se
ector.
2012
ni 6-8 Octob
ber2011:
TTG Rimin
Innovasjon Norge participated with
h Nordic Stan
nd together with Denmark, Finland, Iceland, Sw
weden, and
Italian/Nord
dic tour operrators.
BIT 2011
TTG 2011 BMT 2011
TTG 20
010
2005
20
006
Total num
mber of
exhibittors
2..200
2.3
300
Exhibition area
45
5.210
55.720
Total num
mber of
particip
pants
28
8.500
29.800
TTG 201 200
07
200
08
2009
2010
201
11
00
2.30
2.40
00
2.400
2.400
2.40
00
60.0
000
60.000
60
0.000
70.000
100.0
000
807
31.8
34.659
35.352 (+2%)
4
42.750
(+21%
%)
48.735 (+14)
Incontri in Rimini: 19 al 21 Octob
ber 2012
Next TTG I
g) Visitno
orway.it
g, confirmed
d by the offic
cial site www
w.visitnorway
y.it which ha
ad a
The interest in Norway is increasing
764.562 visiits, increase of 49,78% compared with
w
2010, an
nd over 2.8 million
m
page views in
number of 7
2011.
The site has
s registered an increase of +67% off new users, while 28% are repeat visitors.
v
Top 10 searrch words: Norvegia,
N
aurora boreale
e, Norvegia turismo,
t
Cap
po Nord, fiorrdi norvegesi,
visitnorway
y.it, babbo na
atale lappon
nia, visitnorw
way, isole Lofoten, Berge
en.
During our campaign we
w see a big increase of visitors
v
and here under some
s
statisttics from the
e campaign
periods:
10: Visits +2
216,56% - Visitors
V
+284
4,08% - New visitors 58
8,40%.
July 2011 vs July 201
gust 2011 comp.
c
to the
e same perriod 2010: V
Visits +133,32% - Visito
ors +171,45% - New
July – Aug
visitors 58,96%.
st
th
September 1 -13 2011
2
comp.. to the sam
me period in
n 2010: Visits +287,33% - Visitors +305,60%
- New visito
ors 67,46%.
October 20
011 vs Octo
ober 2010: Visits +461,72% - Visittors +461,18
8% - New visitors 70,47
7%.
N
2
2010: Visits +20% - Visiitors +20%–
– New visitorrs 71%.
Novemberr 2011 vs November
Decemberr 2011 vs December 20
010: Visits +51,15%
+
-V
Visitors +35,2%– New visitors
v
67,76
6%.
Ex of activitty during the
e month of D
December 20
011: Adven
ntskalenderr 2011
h) Norwa
ay Campaigns 2011
™
On line campa
aign with TO Giver Via
aggi e Crociiere:
TO Giver ha
as bought 48
8.000 click :
http://www
w.visitnorway
y.com/it/spo
onsored/IT/S
Sponsor-artic
cles/Giver-Viaggi-e-Croc
ciere-e-il-me
eravigliosomondo-dei--fiordi-norve
egesi/
5 different banners: 1 only
o
Fjord; 1 Bergen antt the fjords, 3 mix Norwa
ay/fjords
w.orangeweb
b.it/public/prrogetti/BannerVisitNorwa
ay/468x60.h
html
http://www
http://www
w.orangeweb
b.it/public/prrogetti/BannerVisitNorwa
ay/300x250.html
http://www
w.orangeweb
b.it/public/prrogetti/BannerVisitNorwa
ay/160x600.html
http://www
w.orangeweb
b.it/public/prrogetti/BannerVisitNorwa
ay/120x600.html
Period: Marrch-June 201
11.
Activity: Giv
ver and Inno
ovasjon Norg
ge adds in 24
2 importantt magazines and newspa
apers (1/1 orr 2/1
page(s)).
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign Fjord Norway,, Northern Norway, an
nd TO Giverr Viaggi e Crociere.
C
Period: 23.0
05-06.06.20
011
Activity: 50
0 LED adds on
o METRO-sttations in Milan.
Ca. 1.198.0
000 people take the mettro daily in Milan.
M
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign Rya
anair – Innovasjon No
orge
Activity: Ad
dds May-June
e 2011
Newsletter:: June and September
S
2011
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign TO Arctic Team
m Sei Viagg
gi – Innova
asjon Norge
e
Activity: 10
00 adds on Metro
M
station
ns in Milan.
Period: 26.0
04-09.05.20
011
Ca. 1.198.0
000 people take the Mila
ano metro da
aily.
Activity: Dis
stribution on
n the Metro station
s
Cado
orna.
Period: 09.-13.05.2011
1
Distribution
8.500 Norw
n of:
way Catalogues
5.000 post card Seiviag
ggi
Distribution
n corner on the
t
metro
Postcard
d Seiviaggi
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign Fjord Norway and Northe
ern Norway
y, TO Giverr Viaggi e Crociere – In
nnovasjon
Norrge in Milan
n.
Activity: 10
00 adds on Metro
M
Milano.
Period: 24.0
05-06.06.20
011.
Ca. 1.198.0
000 people take the Mila
ano metro da
aily.
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign Fjord Norway,, Northern Norway, TO
O Giver Via
aggi e Crociere – Innov
vasjon
Norrge in Rome
Activity: 25
50 adds on 48
4 Metro-stattions in Rom
me.
Period: 08.-21.06.2011
1
Ca. 800.000
0 people tak
ke the Rome metro daily
y.
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign Fjord Norway,, Northern Norway, TO
O Giver Via
aggi e Crociere – Innov
vasjon
Norrge in Milan
n
Activity: 1.0
050 handbillls on 300 bu
usses, and 15
50 trams in Milan.
Period: 10.-23.06.2011
1
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign Fjord Norway,, Northern Norway – Innovasjon
I
n Norge
DEM, bannerr and interac
ctive travel, with informa
ation and ph
hoto from of Norway.
Activities: D
Period: 20.0
06-27.07.20
011
Newsletter:: 21.06.2011
1.
w.visitnorway
y.com/it/Gio
ochi/Partecipa-al-viaggio-interattivo//
http://www
DEM with “T
TravelPeople
e”, 11,17% CTR
C
with a opening
o
rate 11, 20%, click.
The result s
seemed to be effective, leaded to nu
umerous visits to the interactive site
e.
DEM “Empo
ower Consultting”, very high
h
opening rate of 26.8
89% and a CTR
C
of 2.63%
%.
A total of 2,587,553 im
mpressions, have
h
led to 86.458
8
clicks
s / visits to the
t
site, so the
t
average CTR is
3.39%.
---------------------------------------------------------------------------------------------------------------------------
™
Cam
mpaign TO Arctic Team
m Sei viagg
gi, Hurtigru
uten, TUI.it – Innovasjjon Norge
Activity: On
nline contestt/activities and newslette
ers .
Period: 01.0
09-31.10.20
011.
Results perr 11.09:
Total playerrs: 21.412
Visits on the contest sitte: 41.839
i) My Norrthern Ligh
ht Campaiign; 18 De
ecember 2011 – 30 March
M
201
12
er one counttry for the no
orthern
Innovasjon Norge wantts to strengthen Norway's position as the numbe
light. We want that the Northern Light will be “ours”.
“
And to
t reach this
s goal, Innov
vation Norwa
ay has
made the p
popular micro
o site www.v
visitnorway.c
com / mynorthernlights in eight rele
evant countrries in
Europe, Germany, Russ
sia, France, UK, Netherla
ands, Italy, Sweden and
d Norway.
e northern liight campaig
gns we will establish
e
Norrway as the best country
y in the worlld to
Through the
experience this amazing natural ph
henomenon.
e it was poss
sible to invite
e people to create
c
their own
o
northerrn lights, dan
ncing with a friend.
On this site
Your person
nal Northern
n Light could be passed on
o to Facebo
ook, via ema
ail and twitte
er.
Possibility ffor the partic
cipants to wiin a trip to northern
n
Norrway to see the
t
real Nortthern Lights.
Mynorthern
nlights, was well
w
received
d last year with
w
over 1.8
8 million pag
ge views in to
otal 166 cou
untries.
Over 30,000 people sig
gned their ow
wn lights.
at Norway is
s still the mo
ost popular northern
n
ligh
ht country, ca
an we see by searching on Google;
The fact tha
Norway is a
at number tw
wo on organic search forr Northern Liights.
n side was also the third most visited
d site overall on visitnorway and had
d 282,000
Visit Norway's northern
page views from January to Octobe
er 2011. This
s is an increa
ase of 75 pe
ercent from the
t
same pe
eriod last
year.
View on the
e facebook campaign:
c
There will b
be carried ou
ut a complete
e report for all the mark
kets in the be
eginning of April
A
2012.
j) CO-MARKETING IPERBORE
EA
aboration witth the editorr, «Iperborea
a»; launch
Colla
of Th
homas Enger’s book; «M
Morte Appare
ente».
Conttest for cons
sumers and booksellers.
b
The readers could win a wee
ekend for 2 to
t Oslo.
The most selling
g bookseller will
w win a we
eekend for
2 to Oslo
ARKETING WITH NEW
WTON
k) CO MA
Collab
boration with
h the monthly
magaz
zine, NEWTO
ON, science and
a
nature.
2011 is the year of
o the water,, and they
have chosen
c
Norw
way as a prefferred
partne
er.
Photo contest with
h winner trip
p for
Newto
on's readers to Norway.
6 Fjord adds for frree in the magazine:
09
03/04/05/06/07/0
a
for free
e: 10/11/12,
4 Nortthern Light adds
01 (20
012)
l) Carrefo
our 17.-30
0.10.11 No
orwegian Salmon
S
on with Norw
wegian Seafo
ood Export Council.
C
Collaboratio
Competition
n for Carrefo
our’s custom
mers who hav
ve bought
Norwegian salmon during the camp
paign. Consu
umers contes
st.
s: 35 iper and 50 super involved in the
Carrefour selling points
campaign.
n of brochure
e “Norvegia 2011” in all selling pointts
Distribution
involved in the campaig
gn.
m Bergen to Kirkenes 7
Prizes: Cruiise with Hurttigruten from
days / 6 nig
ghts + 1 night pre-cruise
e Bergen + 1 night postcruise in Os
slo, and Wee
ekends in Os
slo.
e supermark
kets:
Photo from some of the
m) Reputtation Buillding - Nansen - Am
mundsen 2011-2012
2
On the occa
asion of the celebration of the centenary
of the conquest of the South
S
Pole by
b Roald
0 years since
e the birth off
Amundsen and the 150
Fridtjof Nan
nsen will be organized th
he exhibition
n
"Nansen, po
olar explorerr and Ambas
ssador of Peace"
and "Amundsen and the
e mission to
o the South Pole”
P
with materiials from the
e Fram Muse
eum in Oslo.
ur Italian cities
The exhibition will take place in fou
during the p
period Octob
ber 2011 - June 2012: Milan,
M
Turin, Tries
ste And Rome. In Genoa we will pres
sent
material an
nd lectures in
n parallel to an exhibition on
ge between Scott and Amundsen to
the challeng
reach the S
South Pole.
4 conference
es on Nansen and Amun
ndsen
A total of 14
will be sche
eduled during
g the period October 2011 June 2012.
Nansen in Milan
Exhibition o
on the explorer and scien
ntist Fridtjoff Nansen who, with a foc
cus on the wxploration
w
w
with
the
Viking ship and the marine life stud
dies in Norwa
ay and the Arctic
A
Ocean, the crossin
ng of Greenla
and and the
North Pole expedition with
w
the Fram
m ship. The exhibition
e
will also treat Nansen as a diplomat and
a
mediator off peace.
th
th
Dates for th
he exhibition
n: October 4 - November 28
Location: M
Museum of Natural Historry
Calender fo
or Milan-even
nts:
th
: Press
P
conference and ex
xhibition opening ceremo
ony.
9
Octtober 14
9
Octtober 24 : Conference
C
o Roald Amu
on
undsen with the presenc
ce of the Norwegian exp
plorer Liv
Arn
nesen, the firrst woman who
w
crossed skiing the South Pole.
9
Nov
vember 15
9
Dec
cember 14
th
th::
th
Conference
e dedicated to
t tourism and exploring
g Norway.
: conference
e dedicated to the conqu
uest of the South
S
Pole
n) Reputa
ation Build
ding/ Norw
wegian ev
vening in Milan
M
24 May
M
2011
on with the Royal
R
Norwe
egian Embassy in Roma and the Con
nsulate in Millan.
Collaboratio
Tourism, ga
astronomy, music,
m
literature, and cu
ulture for ca.. 200 guests
s.
Distribution
n of catalogu
ues.
o) Ragnarock June
e 2011
Ragnarock is a non-pro
ofit cultural association
a
c
created
with the intention of improving society through
al exchange and contact between diffferent counttries.
intercultura
Nordic festival with different activitties; Tourism
m, gastronom
my, pop mus
sic, culture.
Norwegian musicians in
n concert in Milan.
Press eventt for ca. 150 journalists.
Distribution
n of Norway catalogues.