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Tone of voice

Photo: Terje Rakke/Nordic life - Visitnorway.com

Tone of voice

The Norway brand should have a consistent and a distinctive tone-of-voice that should come across in all communication:

  • The Norway brand should have a consistent and distinctive tone of voice that should come across in all communication:
  • Be fresh and informal – with an edge or depth that engages.
  • Use copy as an opportunity to communicate the brand values, not just to describe a subject or the picture – go beyond the obvious.
  • Structure communication from the tourist perspective, not according to internal organisation or geography.