Ildsjel. Ask Tina Fraune from Innovation Norway: What makes Norway different from other countries? And you will get the answer: Norwegians themselves! Strong personalities, who are passionate about their homeland and can inspire others about it. The word “Ildsjel” (fire-soul) exists only in Norwegian. Whoever wants to meet fire-souls and use their enthusiasm for their meetings has to go north. An opportunity for this is offered by the Norway Convention Bureau and Innovation Norway, in cooperation with SAS, the Norway Convention Centre, and hotels with their “Roadtrip to Norway”.
The campaign has been developed and conceived by tmf dialogmarketing GmbH. Managing Director Johanna Fischer explains: “The idea is to provide event planners with the opportunity of discovering Norway in an new way, that is, not on a customary fam trip, but through individual journeys with more scope for discoveries for the planners.” Meeting planners in Germany can chose from among six destinations: Bergen, Trondheim, Stavanger, Oslo, Lofoten, and Lillehammer. They can travel there for an extended weekend with an accompanying person.
At the site the Convention Bureau supplies them with a “travel kit” that includes hotel bookings, vouchers for public transport, restaurants, and sights, as well as tasks for their trip. For example, planners have to leave a message or take a picture in a certain hotel or conference centre, then upload these to a photo-platform, and share via Twitter and Facebook. After their return the planners report on their trip on the “Norwegen Newsroom” site.