The Challenge:
Building brand awareness and driving US Tourism to the country of Norway with co-op partner campaigns.
Norway wanted to grow presence with US travelers while featuring local Norwegian partners as part of a global Co-op initiative. Reporting transparency, audience targeting, and creative management between partner and brand success had been challenging.
Orange142 created unique audience profiles and segments which were in line with Visit Norway’s visitor profile. Leveraging our real-time reporting dashboard, Norway was able to see all individual audience segments along with partner information and top converting advertising tactics. Partner data including but not limited to impressions, clicks, and conversions (airline bookings, hotel bookings, and adventure tours).
The Win:
Partner conversions were measured for the first time for the client and audience targeting has shown that digital campaign targeting is working with measurable conversions rolling in continuously.
Since running digital campaigns for Norway in 2015 bed nights have had a lift of 17% 2015-2016 YoY. Since then from 2016 to 2018, Norway's lift in bed nights increased to 64%.
Strategies Used:
- XELLERANT™ Content Marketing
- Programmatic Display
- Email Marketing
- Native Display
- Social and Content Management
"We rely on Orange142 to execute our multi-faceted destination marketing campaigns, across multiple tactics and platforms.
Their team is knowledgeable, creative, highly responsive and committed to supporting our initiatives, making them invaluable partners in our effort to promote destination awareness, drive traffic to our website, and generate an increased number of US travelers to Norway year over year. We have seen a steady growth of 50 percent over the past 7 years, and in the last year alone we’ve had a growth of nearly 30 percent. We feel confident that Orange142 have played an integral role in ensuring our success - with a targeted, contextual and always-on approach in our digital marketing strategy."
-Beate C. Gran, Digital Media Manager, Visit Norway USA, New York
