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Focus on 3 staggered campaigns from the north

To end the week on a light touch, I wanted to present to you three very offbeat campaigns discovered in recent months during my strolls on the networks and of course from our neighbors in the Nordic countries!

The “Outhorse your email” campaign invites you to make the most of your holidays by entrusting the processing of your emails to Icelandic horses.


We’re starting to get used to the quirky and impactful concepts of Iceland – the destination redoubles its ingenuity to surprise and make people talk about it. A few days before a certain Mark tested the Icelandverse concept himself – Visit Iceland launched its new “Outhorse your email” campaign with a bang.

Playing on the card of the regenerating power of holidays and the right to professional disconnection – an oh so current theme – Visit Iceland very seriously offers you to take full advantage of your holidays by entrusting the processing of your emails to Icelandic horses. On the campaign website you can choose the personality of the horse that suits you best and then get an automatic message typed by the horse himself on a giant keyboard. “Your boss won’t make the difference” promises the promotional video.

Successful communication action for the country’s promotion agency: Numerous press articles report on the operation launched in mid-May and two days ago Visit Iceland had 18,000 people registered with the “Outhorse” service.


On July 1, the “Tour de France” will leave Copenhagen. VisitDenmark wanted to surf on this event to highlight the diversity of its tourist offer and its territory through a fun campaign dotted with retro touches.

The video “Détour de France” features professional cyclists failing the peloton and leaving the official race route to live local experiences in the surrounding regions. For Jan Olsen, director of VisitDenmark, the objective of this campaign is to show that Denmark is not only one of the best destinations in the world for cycling, but also a country offering varied experiences for visitors who would like to stop there.

To support the operation, press trips and thematic pages presenting the different attractions and experiences to be found along Danish cycling routes have been developed by VisitDenmark and its partner regions.

While this campaign skilfully highlights the richness of the offer offered in more or less well-known destinations in the country, it also makes it possible to position itself more clearly with outdoor activity enthusiasts in the face of well-established Scandinavian neighbors. like Norway and its “friluftsliv“.


After launching its “Discover the originals” campaign at the end of 2021 aimed at a European audience, Sweden is this time calling on the music and nostalgia of its inhabitants to make them want to discover new destinations and travel differently in their country all year round.

It is YouTube which this time has been acclaimed as the preferred communication channel to address the Swedes. Through a series of 21 episodes broadcast this Spring and for this Autumn; we follow two personalities sent by music critic Fredrik Strage to discover places in Sweden linked to iconic vinyl titles and/or covers. Experiences, attractions and activities are featured in each episode; all sprinkled with anecdotes related to the pop-culture of the country. The operation is supported by a campaign page illustrated with a map and redirecting to the practical guides of the destinations visited:

Since 2021 Visit Sweden can finally carry out communication actions for the attention of its domestic market. “ During the pandemic, Swedes have discovered the wealth of experiences their country has to offer. notes Kristina Nyström, in charge of the campaign. As the borders are reopening, the challenge for the National Tourist Office is therefore to maintain Sweden’s interest among its inhabitants and to develop the attractiveness of new destinations for all-season domestic tourism.

The channel chosen for this campaign is also interesting to observe. Several destinations in the north – like Visit Norway – have recently focused on the production and distribution of long formats specially created for YouTube in order to reach and engage new audiences and inspire travel. I will be curious to know what your experiences are with this channel and how you use it.


These three campaigns have in common the use of an offbeat and humorous tone to respond to issues of distribution of flows and promotion of local experiences and ways of life. However, as Jean-Luc Boulin and Brice Duthion recently reported, another issue now faces tourism stakeholders: that of the attractiveness of the sector for its own employees.

We can therefore ask ourselves what is the place of tourist communication campaigns for destinations in this troubled period? What are the short and long term challenges and what roles can DMO communication departments play? Some regions have already launched initiatives like Scotland or the PACA region. What about your side?

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