Estonia invites Norwegians to a cultural holiday
Today, a four-week cultural tourism campaign was launched in Norway, in the region of Oslo and Trondheim, during which Enterprise Estonia invites the often-travelling Norwegian pre-pensioners to spend their holidays in Estonia during the low season. Enterprise Estonia is financing the campaign from the funds of the European Regional Development Fund.
During the first nine months of this year, 25% more Norwegians were accommodated in Estonia than during the same period last year; the number of nights spent in Estonia increased by 17% compared to the same period last year.
"Older Norwegians are fond of travelling. Once they have brought up their children, the time for themselves starts and they prefer to travel around the world. Norwegians with greater income and a broader outlook on life know the value of Estonian historical and cultural heritage and are gladly willing to discover this corner of the world," said Tarmo Mutso, the director of the Tourism Development Centre of Enterprise Estonia. "Main keywords Norwegians associate with Estonia are a city break in Tallinn, cultural and shopping opportunities and spa holidays. This is exactly what they love to combine when planning their holidays," Mutso explained.
The campaign is focussed on 50-65-year-old educated, solvent and culture-oriented people, for whom travelling is an integral part of their lifestyle.
In Norway, Estonia is advertised as a new and interesting destination with the help of the famous Norwegian explorer Roald Amundsen, thus emphasising the fact that Norwegians have always been mighty explorers. "Using the image of Amundsen, we can give a compliment to Norwegians and at the same time leave an easy-going and humorous impression," Mutso explained.
During the campaign, for a period of two weeks, outdoor advertising will be shown on the streets and buses of Oslo and Trondheim. For a period of four weeks, an extensive campaign will also be taking place in the biggest news and tourism portals of Norway. In addition, Facebook has been involved in the campaign. All these channels direct potential tourists to www.visitestonia.com. During each week of the campaign, one free trip for two to Estonia will be given away. Plane tickets for all trips are offered by Estonian Air and hotel accommodation by hotels Telegraaf, Nordic Hotel Forum, Radisson Blu Olümpia, Tervise Paradiis in Pärnu and Antonius in Tartu. The Tallinn City Tourist Office will give all winners a 24-hour Tallinn Card. Additional prizes are being offered by the restaurant Leib Resto & Aed in Tallinn, the cafés Werner and Vanemuine in Tartu, the AHHAA science centre in Tartu and Maarja-Magdaleena guild in Pärnu.
For the period of the campaign, the web-page of visiteestonia.com will have a separate sub‑page in Norwegian, where 30 of the best seasonal offers from Estonian companies are shown according to the topic of the campaign. An additional prize game will also take place on the Norwegian-language Facebook page of Estonia, the subscribers of which have an opportunity to win a free trip to Estonia.
The campaign has been developed by the advertising agency TANK, and the main partner of the campaign is the flight operator Estonian Air.
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