Marketing in the News - Visit Oslo

Marking in the News - Visit Oslo - Is it Even a City?

Scrolling through NPR I came across a short one minute audio clip of a reporter playing sound bites from Oslo’s unconventional tourist commercial. Oslo, the capital of Norway, recently released a video on their website in an attempt to bring in more tourists. Unlike most videos that upsell a product, their advertisement focuses on downplaying the city. However, by doing so it showcased what a wonderful vacation Oslo could provide. Like the reporter, I found Oslo’s deadpan of a video questioning whether it was a city or not a brilliant marketing ploy. I was intrigued by Oslo‘s unique approach to marketing and from what I read it may have paid off.

On the VisitOslo website near the middle, the video plays at 1 minute and 46 seconds long following a 31 year old man who goes around the city pointing out reasons why people “wouldn't” come visit. He opens with the line “I wouldn’t come here to be honest. Oslo is just not…I mean is it even a city”. The brilliance of the video comes from the actor pointing out ‘not exciting’ or typical vacation-like aspects about the city through the lens of someone who's been living there his whole life. For example, the man stands next to the Scream, arguably a very well known painting, relaying that it's not the Mona Lisa after shrugging. Throughout the video you notice similar themes of luxury, peace, and beauty. You're left questioning yourself on why you haven’t visited Oslo.

To gather more information beyond the minute clip from NPR, I found an article located on AFAR that was able to get in touch with the marketing director of the advertisement. The director relays he was trying to achieve something different; taking advantage of the fact the city is known as an “underdog in terms of the European cities”. The appeal comes from being a small city that can provide a more authentic experience for the everyday tourist. In essence, a town built not with tourism in mind will be much more relaxing than your upbeat flashy cities brimming with people. The article finishes by explaining the popularity garnered from the video at 13 million views as of July 2nd, 2024 on Instagram, Youtube and TikTok.

The value proposition of the company is to promise a city that brings an authentic, peaceful, and fun experience to anyone who visits Oslo. Simply an experience that is unlike any other location. Their challenge of being a smaller and not well known European town became their biggest advantage evident by the video. The video points out why it was different from that of other towns. Being able to walk 30 minutes to the other side and turning the corner and meeting the king is unlike Paris. Their completion can’t simply appeal to those small city details.

Thus far in class we have learned the importance of unique marketing and appealing to the individual person. Oslo beautifully captured this by creating an unconventional advertisement brilliantly through sarcasm. They also followed the new rules outlined in the book The New Rules of Marketing & PR by David M. Scott, utilizing YouTube, Instagram and TikTok. The company went straight to the consumer appealing to the buyer persona with a niche video for those seeking a vacation. They showcased what makes them unique.

Writing all this I would do nothing different from what the director accomplished. He released a unique and funny video that portrays the city of Oslo in a very appealing light. The dry sense of humor and beautiful scenery was captured well. From this assignment I learned that it's good to take risks when faced with a seemingly difficult situation. Being overshadowed by others, in this case a bigger city, could be an advantage if viewed correctly. Like in the TED Talk, The Greatest TED Talk Ever Sold, Morgan Spurlock is complemented on embracing fear and challenges. In reality the challenge became their biggest reason for seeking their city.