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Brand strategy

Hornelen, Bremanger
Hornelen, Bremanger.
Photo: Sverre Hjørnevik / Fjord Norge

The brand strategy should form the basis for everything the Norway brand does – product and destination development, distribution, sales and marketing must.

Enhance what Norway offers

To include culture, history, people and society and give the tourists a richer, multidimensional experience beyond nature alone.

Reflect our brand values

Values be consistent with our brand values. All communication should seek to engage the consumer by providing an insight into the Norwegian values.

Demonstrate accessibility

Infrastructure, products and services that make things easy for the tourist – not too far away, not difficult to get to, easy to plan, book, combine, explore and interact.

Promote active participation

Products and services that allow for interaction and participation.


Prioritise the spectacular fjords, coast and natural treasures. Be fresh and informal – with an edge or depth that engages.

Context for brand strategy:

The context that makes Norway relevant

Adventurous and resourceful travellers seek experiences that represent a sharp contrast to what is offered by destinations in a predominantly flat, urbanised continental Europe. They are eager to actively explore new, exciting territories and expand their horizons through interaction with unknown people and cultures. Norway as a destination on the outskirts of Europe, yet still very accessible, meets this need.