Norway sets its sights on tourist boost

The Norwegian tourist and development body Innovation Norway has embarked on a review of its brand strategy, in an attempt to boost the number of visitors to the Scandinavian country.

A spokesman for the organisation in Oslo confirmed that the tourist department of Innovation Norway has been in contact with some advertising agencies, as part of the strategic review, but adds that the organisation is not looking for a new agency. Market research is being conducted in 13 countries in Europe and North America overseen by the Norwegian company MMI.

It is also understood that the organisation approached an intermediary in the UK to oversee a review of its advertising last year and several agencies are believed to have submitted ideas.

The organisation has different agency arrangements across Europe. In the UK the advertising business is held by cdp-travissully, which won the account in 2001. Planning and buying is with BLM Media.

Innovation Norway director of tourism for Western Europe, Heidi Dahl, says that the tourist body is not looking for a new agency in the UK.

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