Innovative campaigns to boost the desire to travel to Arctic Europe all year round

Almost ten years ago, a cross-border journey was launched to put both the concept and destination of Arctic Europe on the global travel map. Visit Arctic Europe was launched as a new international destination and collaboration platform for the Arctic parts of Norway, Sweden and Finland.

“Now, together with Oh My, we are taking the next step towards new levels of visibility and awareness of our common Arctic destination to strengthen our tourism industry’s ability to realize its potential for year-round development”, says Johanna Ögren, Head of Market and Business Development, Swedish Lapland Visitors Board.

The Norrbotten based agency Oh My, won in fierce competition, the international procurement of strategic and creative partner for marketing and branding based on Visit Arctic Europe’s brand platform “This is Arctic”. The efforts are part of the Interreg project Arctic Europe Tourism Cluster where about 110 actors from the three countries’ northernmost regions participate.

“We look forward to taking the work further in the coming years, where we will try to reach out with the messages about all the great reasons to travel here instead of to other places in the world”, says Andreas Johansson, Oh My and continues.

“Much of the communication work will be done through new digital platforms and channels. The ambition is that the branding work will strengthen the companies’ visibility to international travelers and contribute to the opportunity to develop their business during low seasons.”

“The marketing activities in the project involve both innovative digital branding and tactical marketing, which are designed to support each other,” says Johanna Ögren.

“The entire branding process is based on our unique Arctic life and lifestyle, with locally specific stories and local cultural heritage at the center. An Arctic storytelling that both contributes to increased visibility and attraction while strengthening the role of Arctic culture in tourism, distinguishes us from other nature-based destinations and our market position with foreign visitors.”

Branding is also expected to increase awareness and knowledge of everyday life in Arctic Europe.

“Properly managed, tourism is also a great opportunity to contribute indirectly to local communities by attracting new residents who are needed as labor both in the tourism industry, other industries and the welfare sector”, concludes Annika Fredriksson, CEO, Swedish Lapland Visitors Board.

The project’s main financier is Interreg Aurora, other financiers are Lapin Liitto, Region Norrbotten, Troms Holding, Troms Fylkeskommune, Finnmarks Fylkeskommune, Innovation Norway and participating companies.

More about the AETC project:

Many achievements in the Arctic Europe Tourism Cluster
Over 1600 productive meetings at sales workshop in Harstad