innovation norway and hurtigruten
DESCRIPTION
Presentation by Audun Pettersen to Hurtigruten Marketing GroupTRANSCRIPT
Together we produce results and fresh thinking !
Heidi M Dahl
1Foto: Nils-Erik Bjørholt/Innovasjon Norge
2
Some topics
1. General information about
Innovation Norway
2. Specific information about
Travel&Tourism
3. Strategic Direction
4. A few figures
5. The Norway Brand
6. International Projects
7. The Finance Model
8. Q&A
Our Objective
”Innovation Norway’s objective is
to promote private- and socio-
economic profitable business
development throughout the country
and to release the commercial
opportunities of the districts and
regions by encouraging innovation,
internationalisation and profile-
building.”
An international organisation
OFFICES IN EVERY COUNTY OFFICES IN MORE THAN 30 COUNTRIES
We prioritise nine sectors
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Energy and
environ-ment
ICTHealth Agriculture
Culture and
experience
Culture and
experience
TourismOil and gas
MaritimeMarine
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Our services
Promotional services
Competenceservices Advisory
services
Networking services
Financing services
Innovation Norway
CEOGunn Ovesen
Division NorwaySiri Bjerke
Division Markets abroad
Finn K Aamodt
Service Development Division
Hans Martin Vikdal
Staff/SupportGro Dyrnes
Division Strategy andCommunicationVincent WegoFleischer
TourismPer-Arne Tuftin
Tourism in Innovation Norway
Division NorwayDivision
Markets abroad
Service Development Division
Director TourismPer-Arne Tuftin
Service Development Division: Tourism department
InternationalMarketing
Visitnorway.comDomesticMarketing
MarketAnalysis
InnovationDevelopment
Meetings
Key AccountBusinessController
Events
Director TourismPer-Arne Tuftin
10
Strategic Direction
National Strategy for the Tourism IndustryVision:
Valuable experiences
Main objectives:
• Greater wealth creation
and productivity in the
tourism industry
• Sustainable rural
communities through year-
round jobs in tourism
• Norway – a sustainable
destination
“In 2015 Norway has a sustainable travel and tourism industry that
attracts explorers with an interest in nature that seek accessible and powerful experiences in magnificent
scenery”
Our vision
Foto: CH/Innovation Norway
Increasedprofitability
Increased quality of experiences
Our target
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A few figures
Development in the number of tourist arrivals* in Norway and Norway’s market share of international tourist arrivals
Percentage change in the number of
tourist arrivals* by international
region
Holiday and leisure guest nights in 2009- Europeans, Norwegians and holidaymakers from other countries
Foreign holiday and leisure guest nights in 2009 by nationality
Cruise in Norway nationalities
New statistics tool
•Upswing so far this year
•Upturn in all markets
except NO, DK and NL
•New dynamic statistics
web page at
www.innovasjonnorge.no/reiseliv
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Collaboration
&Market
Priorities
Main focus - maintain our position
Attract traffic from major markets
We are inviting to collaboration
• Market Strategy Council
• Market groups• Project Groups
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Brand Norway
Four experience areas used in marketing
Fjord andmountain landscapes
Mountains and wilderness
The coast and coastal culture
Arctic Norway
Foto: Terje Rakke/Nordic Life, Anders Gjengedal, Bjørn Jørgensen/Innovation Norway
Fjords, mountains and wilderness are crucial factors in attracting tourists to Norway in summer
25 %
17 %
24 %
32 %
40 %
57 %
24 %
6 %
26 %
Tyskland
Danmark
Sverige
Storbritannia
Nederland
Frankrike
USA
Norge
Russland
C.H./Innovation Norway
11 %
31 %
14 %
22 %
29 %
23 %
18 %
15 %
13 %
Tyskland
Danmark
Sverige
Storbritannia
Nederland
Frankrike
USA
Norge
Russland
Terje Rakke/Nordic Life/Innovasjon Norge
Fill Norwegian nature with meaningful content – adapted to the target groups
The target group: From nature enthusiasts to 'explorers'
• Explore Norwegian nature
• Explore your own limits
• Or listen to stories about the explorers
Photo: Nils-Erik Bjørholt, C H/Innovation Norway
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New CommunicationConcept
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Our services
Promotional services
Competenceservices Advisory
services
Networking services
Financing services
The UN has ranked Norway as the best country in the world to live in
Lonely Planet has rated Hurtigruten the world’s best sea voyage
Photo: Andres Giubelli/Innovation Norway/Fax: Lonely Planet
The Opera House has been voted ‘world cultural building of the year’
Photo: Bjørn Eirik Østbakken/Innovation Norway
National Geographic
‘Look out, Chamonix. Norway is Europe's next adrenaline capital’Steve Casimiro in National Geographic Adventure Magazine.
What this means for the individual tourist
‘Amazing and breathtaking!!’Cmsrosa - Algarve
‘WOW!’Durango - CO
‘I can´t believe we did it’Fairfild - California
Is there a more refined way of saying it?
Concept
Foilware fra Sigrid!
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International Projects
2009 2010 Change
Unique users 4 593 176 5 205 314 13.33%
Visits 5 261 630 6 465 482 22.8%
Page views 20 507 249 28 101 139 37.03%
Time per visit 08:31 08:12 -3.72%
Pages per visit 3.91 4.35 11.54%
International visits
76.77% 80.89% 5.37%
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• "The Video on the site is phenomenal. We actually were
planning to go to Sweden, and I went to Visitsweden.com, and
their site didn't really get me that excited. Sorry
Sweden..Norway has a better website.
• "I visited Norway in July 2010, and used this website to
plan part of my trip, so I can say it definitely achieves
its goal! ” "Much better then www.visitsweden.com :-)”
• Visiting Sweden next week. This site convinced me to spend a
few days in Norway. Would consider another trip to Norway.
• It's an amazing website, I have to say... the most
comprehensive guide for visiting any country I have ever
seen. even better than the lonely planet guide!
• I think the website is vibrant in design and incredibly
useful for content. I've used it to plan my trip to Norway,
and think it is among the best tourist websites I have ever
visited.
• To be honest, I probably wouldn't be visiting Norway if not
for this website. You guys seduced me
New App!
How many of you have a travel application on your iPhone or Android phone?
Paper still works: Norwegian catalogues 2011
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Meetings - 2011!
www.visitnorway.com/meetings
Greater focus on activities
More tourists go on nature-basedexperience holidays:
• Aspiration marketing' – using the few to reach the masses
• Full focus on Hiking, Fishing, Skiing• Expanding to include cycling and
diving• Improve the presentation of themes on
VisitNorway
Social Media
• National Projects• Northern Lights Projects• Norway Recommended• Norway Your Way Winter
What is it?
• Competition to express Norway in Music,
• Film and pictures
• Objectives;
• Develop content for innovation Norway to be
• used on Facebook and other social media
• including VisitNorway.
• Also to be used in traditiona media, ads,
• brochures, inserts etc
Norway. Your Way
15 countries with many opportunties
Audun Pettersen
E-post:
Tlf: +47 907 75 521
Forbruker: www.visitnorway.com
Bransje:
www.innovasjonnorge.no/reiseliv
youtube.com/visitnorwaycom
w
twitter.com/visitnorway
Takk for oppmerksomheten!
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Finance Model
The Background – EEA Agreement
1. The aid involves a financial advantage for the
recipient
2. The aid is granted by the state or through
state resources in any form
3. The recipient is engaged in economic activity
4. The aid favours certain undertakings or the
production of certain goods or services
5. The aid distorts or threatens to distort
competition
6. The aid distorts or threatens to distort
competition
The funding model 2010
Destinations/ experience
Bookable Products/joint advertising
Products=The individual players'
bookable products. IN can pay for brand elements
Funding fromthe business
sector
0
25-50%
50-75%
75-100%
Profile=The Norway
brand
Government funding
100%
50-75%
25-50%
0-25%
Conditions
• The industry shall always contribute at least
50% to the total cost of any campaign. • 50% of the campaign budget shall be invested
on levels 1 and 2.• Innovation Norway's contribution to levels 1,
2 and 3 shall be matched by the industry's
contribution to levels 2, 3 and 4. A
condition for matching is that the money goes
through IN.
• Innovation Norway can buy space for its logo,
web address and symbol in the industry's own adverts at market price.
• The red label Norway brand profile is always
used at levels 1 and 2.• For levels 3 and 4, use of the red label is
voluntary. In all alternatives where Innovation
Norway is a co-financer, the advert must contain
the 'Norway. Powered by nature' symbol/flag band
and the web address www.visitnorway.com or the
local market version i.e. visitnorway.us.
Level 1
Level 2
Level 3
Level 3 Posters
Level 4
Level 4
Audun Pettersen
E-post:
Tlf: +47 907 75 521
Forbruker: www.visitnorway.com
Bransje:
www.innovasjonnorge.no/reiseliv
youtube.com/visitnorwaycom
w
twitter.com/visitnorway
Takk for oppmerksomheten!