Destination & Travel Marketing with a Visit to Norway

This is the Norwegian Tourist Board - one of mr.h's longest standing Clients. Our work is usually in association with third parties including carriers, hospitality brands and tour operators, and runs in the UK, the US, and across Europe


Comms Strategy



Social Media

Direct Marketing

Outdoor and Digital Advertising

Web Design and Content

Video Editing


Tasked with the challenge of positioning Northern Norway as the ultimate destination to experience the Northern Lights - and SAS as the airline that flies you there - we conceived the idea of a destination so magical that it is hard to discern fact from fiction.

Located in Northern Norway's vast aurora zone, 'Nordlys' - Norwegian for 'Northern Lights' - is in fact, a motif created by mr.h for the region as a whole; a mystical term designed to celebrate the region’s celestial beauty and its rich association with the natural light phenomena.

To bring this world to life we handpicked a team of influencers to capture and share the magic of ‘Nordlys’ via social media. A dedicated Instagram page (@visitnordlys) has quickly gathered momentum and performs the role of diverting eyes to a specially curated Visit Nordlys campaign page where captivated followers have been able to discover more about this most magical of winter destinations. With over 10K followers on Instagram in just one month and the highest search volume in 5 years for Northern Norway, the campaign has proved a huge success on many levels

Capitalising on the power of a good story.

What we want from our holidays, the way that we make decisions about travel, and the way that we consume media are all changing fast, so Norway’s brand strategy is focused on great storytelling to help build genuine customer engagement, drive search and social visibility and ultimately generate sales leads for trade partners.

The outstanding scenery provides the prime motivation to visit, but it is the myths, stories and ideas about Norway, the way Norwegian’s think and they way that they see themselves that adds depth and richness, and what ultimately makes a holiday a memorable and rewarding experience, so we work with Innovation Norway to ensure that these values are hardcoded into tourism products, web content and our social outreach. And we bring references to this backstory into paid media too.

The strategy has proved remarkably successful, bringing Norway global recognition from within the travel trade with many marketing and advertising awards. More importantly, it has produced impressive year on year increases in tourist arrivals. Last year arrivals from the US increased by a staggering 33%.


The purpose of this campaign was to showcase the depth of Norway as a travel destination: the lifestyle, the food, and, of course, the landscape.
"Every year 2 million sheep are released into the forests and mountains without supervision. They are free to roam anywhere including into the cities, towns and villages. Who better to introduce us to Norway than these woolly explorers?" Central to this is the notion that Norwegian sheep are as opinionated as Norwegian’s themselves, and as different too, with distinct regional characteristics. Each sheep has an individual personality with a unique outlook on life.

The content consisted of a series of short videos shot on location in Norway supported by stills photography that sustained a slightly crazy summer-time adventure that mixed beautiful views with sassy, funny or witty insights about Norwegian culture. To help launch the campaign we invited a number of high-level influencers to Norway to join the sheep on their adventures. These influencers came from as far away as the west coast USA to participate in the shoot, capture their own material and arrange takeovers of the global and local SheepWithAview pages. mr.h’s involvement extended from providing the idea, to generating all content, managing influencers, seeding to press and other social outlets, devising the paid media strategy and being responsible for monitoring the global reach.

In three months our sheep reached a social audience of almost 8 million and netted over 14,300 new instagram followers.


WINNER (GOLD), Best Social Media campaign, Travel Marketing Awards     SILVER, Adrian Awards (New York)     BRONZE, The Best of Global Digital Marketing

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The Peer Gynt Project

Henrik Ibsen’s Peer Gynt released in 1867 with a musical score by Edvard Grieg is one of the worlds most famous plays.

To mark the 150th anniversary and help bring Norway’s cultural heritage to a whole new audience, four up-and-coming musicians were asked to make new tracks inspired by Greig’s celebrated compositions.

Playing on the unexpected links between classical and contemporary music we designed a social strategy and produced a series of films capable of starting a journey of discovery. The campaign is currently running in the US, UK and Germany.

How to catch a 571/2lb salmon

This retro styled direct marketing campaign achieved a response rate of 11%. Yes, you read that correctly, 11%. A success that can be put down to good planning and a creative approach that had obvious appeal to our target audience.