In collaboration with KLM, Ålesund Airport (part of Avinor) and Visit Ålesund & Sunnmøre, Zapper PR executed a targeted blogger campaign in the Netherlands. The partnership aimed to introduce Dutch travellers to Ålesund and the Sunnmøre region as a distinctive destination in Western Norway, highlighting its accessibility via KLM flights.
The campaign positioned Ålesund and Sunnmøre as a destination where nature, culture and food come together: a compact coastal town known for its Art Nouveau architecture, surrounded by fjords, islands and mountain landscapes. Alongside outdoor experiences, there was a clear focus on local cuisine and the region’s connection to the sea. This made the region particularly appealing to travellers looking for a less obvious destination within Europe.
Objective
The objective of the campaign was to increase awareness of Ålesund and Sunnmøre among Dutch travellers and to support demand for KLM flights to Norway. By using trusted voices and personal travel stories, the campaign aimed to inspire travellers in the early stages of trip planning.
Activities
Zapper PR developed and executed an extensive campaign tailored to the Dutch market.
The campaign consisted of:
Through in-depth storytelling and blogger ads, Ålesund and the Sunnmøre region were presented as a versatile destination, with clear attention to local food, nature and culture. Accessibility via KLM and Ålesund Airport was integrated naturally. This was supported by e-learning, press releases and trade updates, reaching travellers and travel trade professionals, and positioning the region as an appealing alternative to more traditional European destinations.
Fotocredit header: © Marit Brunstad
