Visit Oslo, Norway’s principal tourism agency, recently initiated a distinctive promotional campaign that playfully questions, “Is it even a city?” This refreshing move uses subtle sarcasm to bring out the unique charm of Oslo, shifting away from the usual promotion strategies.
The campaign, rather than showcasing a bustling city life, offers an appealing image of Oslo that is deeply connected to nature and radiates community warmth. Against the backdrop of the beautiful Oslo Fjord and Oslomarka’s forested hills, Oslo combines the tranquility of nature with the vibrancy of urban life.
The campaign further highlights Oslo’s commitment to sustainability and innovation. The city extends a warm invitation to an adventurous journey filled with green spaces, electric transportation, forward-looking architecture, world-class museums, and a lively food scene, among other attractions.
Replacing the standard cliches of travel advertisements with a humorous and minimalistic tone, the campaign has managed to set itself apart in the advertising realm. This unique approach offers a captivating perspective of Oslo, encouraging tourists to experience the city as more than a typical metropolis.
Featuring a resident named Danself, the promotional video ironically begins with, “I wouldn’t come here, to be honest.” The video proceeds to offer an enticing portrayal of the city’s architecture, arts, and culture, contradicting Danself’s initial dismissal. By the end, he concludes with a twist, “But if you do, you might never want to leave.”
The unconventional ad has gained widespread approval, with many hailing it as the best-ever tourism commercial.
Oslo’s distinctive promotional campaign charm
The innovative campaign, lauded for its brilliance, has indeed proved successful in breaking away from typical advertising methods.
Displaying a uniquely Norwegian sense of humour, the ad differentiates itself from standard campaigns. It reinforces the originality of the creative team, who effectively used cultural specificity to enhance the brand’s appeal. The ingenious approach amplifies the advertisement’s impact, making it quite unforgettable.
With the ground-breaking “Is it even a city?” campaign, Visit Oslo has demonstrated the potential of non-traditional methods in advertising. The campaign’s triumph confirms that unconventional thinking can indeed yield engaging and memorable promotional content.
This novel approach has redefined travel advertising and set a new benchmark in the industry. The unique blend of self-deprecation and wit has caught audience attention, revolutionizing the city’s image. It shows that with creativity and nerve, you can leave a lasting impression and refresh the image of a location.
