Target group


What they look for:

Norway’s target group is explorers. Their main motivation for travelling is to explore new territories; nature, culture, local life, food and traditions. They also want to gain new energy and to broaden their horizon.

Who they are:

They tend to be well educated, are seasoned travellers, technology savvy and travel without children.


Within this target group there are two sub segments:


Active explorers:


This group tends to favour physical active experiences in nature such as hiking, cycling, fishing etc. They are usually found in markets closer to Norway.


Curious explorers:


This group seeks more cultural content in addition to nature experiences and favour sightseeing, roundtrips and city trips. They look to increase their cultural capital.


Brand Platform
Mission and Vision
Brand Norway is defined by four areas where it is credible, relevant and unique
Target group
Brand image
Brand strategy
Brand values
Tone of voice