
7.1.25
Izzie Donovan
In 2024, Visit Oslo took a bold step in its tourism marketing strategy, opting for a refreshingly unconventional approach that has quickly gone viral. Visit Oslo’s Marketing Campaign is a prime example of how thinking outside the box while embracing humour and authenticity can create a campaign that resonates deeply with audiences.
The ad features a resident, Halfdan, who humorously critiques Oslo’s perceived downsides, such as the absence of long lines at attractions and the lack of crowds. His tongue-in-cheek line, “If you don’t have to stand in line for at least a couple of hours, is it even worth seeing?” flips traditional marketing. Instead of focusing on Oslo’s typical strengths—its beauty, culture, and landmarks, the campaign embraces an honest, self-deprecating tone that invites tourists to find beauty in the city’s quiet, less-commercialised appeal.
This is a brilliant example of “reverse psychology” in action from a marketing perspective. By highlighting Oslo’s more understated qualities, the campaign challenges the typical glamorous tourism narratives often dominating the industry. It’s a strategic move that increases the desire for more authentic travel experiences and sets Oslo apart from the usual tourist hotspots.
The results speak for themselves. The video quickly went viral, garnering millions of views across social media platforms. People were captivated by the ad’s refreshing honesty. Oslo’s approach felt like a breath of fresh air in a world where tourists are often inundated with idealised images of destinations. The campaign shows that embracing humour and relatability can be as powerful—if not more so—than traditional, polished tourism advertising.
From a marketing agency’s perspective, this campaign’s success underscores the power of authenticity in tourism marketing. With travellers increasingly seeking genuine experiences, Visit Oslo has tapped into a growing trend where consumers value transparency over perfection. The campaign’s self-aware, humourous tone resonates with an audience tired of idealised portrayals of destinations and wanting something more authentic.
This campaign subtly addresses this issue in an era where over-tourism is becoming a concern for many major cities. By leaning into Oslo’s quiet charm and unassuming beauty, the campaign encourages travellers to seek a more tranquil, authentic experience. It’s a refreshing alternative to the overcrowded, over-hyped destinations often dominating the tourism landscape.
In conclusion, Visit Oslo’s 2024 campaign is a textbook example of how taking marketing risks can pay off unexpectedly. By embracing authenticity, humour, and a self-aware perspective, the campaign has captured the attention of millions and created a lasting impression. For marketers, it serves as a reminder that sometimes, the best way to connect with your audience is by being authentic and showing your true colours, even if it means poking a little fun at yourself.
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