Visit Arctic Europe is a joint tourism-marketing project ofNorthern Norway, Finish Lapland and Swedish Lapland. It is funded by theEuropean Union development fund for tourism. The goal of the project is tobrand the northern regions of Norway, Sweden and Finland as one unifieddestination. Although Norway, Finland and Sweden were all already soldsuccessfully in the US, “Arctic Europe” was a totally unknown destination andfew if any operators were selling cross-border itineraries. It represented anew way to present the destinations that required a new marketing approach.

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Four separate FAM trips targeting the travel trade and media successfully introduced Arctic Europe to the American audience and led to substantial press content and new program offerings featuring the region. The competitive JMA program named Pacific Holidays as the winner and we worked to co-develop and market their newest packages to the region (three new programs in total). Finally, the program with Matador Networks generated 2.6+ million video impressions of our new content plus 620k+ impressions on the four articles generated for the campaign