Norway Convention Bureau has won the ICCA Best Marketing Award 2009 for its cheeky ‘Norway for natural reasons’ campaign, depicting a rear view of a naked man enjoying the elements.
Presenting the campaign to a panel of judges and delegates at the International Congress and Convention Association Congress in Florence this week, convention director Bente Bratland Holm admitted the bureau took a calculated risk including nudity in the campaign. “This photo was actually a favourite of mine before we started the campaign,” she joked.
It certainly proved popular, with a survey showing 84 per cent of polled meeting planners registered a positive approach to the brand. For only €150 in brand development costs, the three-year €1m marketing campaign helped attract incoming international visitors worth €93.6m for the local economy.
The other finalists were m:con Congress Center Rosengarten, Germany, whose slick campaign helped drive business from €13m in 2005 to a forecast €20m this year; and Kuala Lumpur Convention Centre for its “We have a deal for you!” programme which saw the introduction of the TenOnCall smaller meetings premise, along with rewards programmes, day conference packages and value-added deals. From an €11,800 marketing budget the campaign gleaned €389,000 in PR value, with TenOnCall alone forecast to bring in €800,000 for the venue to date.
Norway Convention Bureau, will receive a marketing package in ICCA and Bedouk publications worth more than €10,000.
