From glaciated peaks rising directly from the Arctic Seas to breathtaking fjordscapes beset by remote alpine summits, Norway is a country blessed with some of the world’s best ski touring experiences. Year round, the country entices legions of passionate off-pisters who regard ski touring as more than a simple pursuit, but a way of life.
Our challenge was to connect these fans; to create a platform where like-minded individuals could meet, share knowledge and discover more about ski touring in Norway, as well as receive the latest safety advice. To achieve this, we created the @skitouringnorway Instagram page and identified the best influencers in skiing and winter sports to help us generate the most engaging content through film, photography and carefully coordinated ‘takeovers’.
Their involvement and knowledge continues to lend the platform a specialist authenticity which saw followership exceed 2k within just months of its launch, an impressive figure given the niche. In addition to this, a comprehensive microsite was designed and developed to give further exposure to the various destinations, experiences and must-know ski touring information. This included producing film and photography, as well as copywriting.