We had the privilege of hosting a webinar with Tord Baklund, marketing manager at Visit Oslo. Our Godo marketing manager, Jon moderated the conversation and fielded questions from the attendees. The session was an inspiring dive into the making of Oslo’s viral tourism campaign, "Is it even a city?", and how creative, authentic marketing can capture the world’s attention.

Tord began the webinar by introducing Oslo as a city that goes beyond Norway’s stereotypes of fjords, fish, and vikings. He explained how the campaign aimed to showcase Oslo’s unique atmosphere in a way that would resonate with global audiences. The result? A video that became a viral sensation, garnering 6 million views, 500,000 reactions, and 4,000 comments in its first week alone. On Twitter, the campaign reached over 15 million views.

One memorable comment on the video summed it up perfectly:
"Might be the first time in my life I watched a full commercial when I could have just flicked it away. Great cinematography and such a great city."

The campaign’s organic reach and engagement were astounding, with no paid promotion required after its launch. Flights to Oslo surged, a key indicator of the campaign’s success.

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A Fresh Approach to Tourism Marketing

During the discussion, Tord explained the team’s goals and strategy. They partnered with a local advertising agency to create a campaign that felt authentic, humorous, and entirely new. Rather than promoting traditional tourist activities, they highlighted Oslo’s essence—the joy of exploring local streets, restaurants, and museums like a resident.

Tord emphasized that the campaign wasn’t focused on being overly promotional or sales-driven. Instead, it aimed to spark curiosity and conversation. The minimalistic approach of letting city sounds—birds chirping, footsteps, and ambient music—set the tone made the video feel grounded and immersive.

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The Key to Great Marketing

One of the most valuable takeaways from the webinar was Tord’s advice on great marketing:

• Know your audience. Think from their perspective to create a campaign that resonates.
• Focus on authenticity. Showcase the real atmosphere of your destination or property.
• Engage, don’t oversell. Campaigns don’t always need a call-to-action to succeed; sometimes, sparking curiosity is enough.

Tord also shared how the campaign’s success has left the team exploring their next steps. Six months after the launch of “Is it even a city?”, they are still determining the direction of their follow-up efforts. While Netflix has expressed interest in the campaign’s main character, Halfdan, and a potential spin-off series, it’s unlikely to come to fruition. However, the team is excited to explore new ideas that build on the campaign’s creative and authentic approach.

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Advice for Iceland’s Tourism Industry

When asked how Icelanders could apply these lessons to market their hotels, Tord encouraged emphasizing care and connection. While showing amenities like rooms and breakfast areas is important, visitors ultimately want to feel cared for. Highlight the atmosphere of your hotel, its unique location, and how it connects guests to local experiences, whether in bustling city centers or serene natural landscapes.

We’re deeply grateful to Tord Baklund for his time and invaluable insights. His generosity in sharing the creative process behind Oslo’s campaign has inspired us to think outside the box when it comes to tourism marketing.

To everyone who joined us, thank you for making the webinar a success. Stay tuned for more events from Godo as we continue exploring new ways to elevate Iceland’s tourism industry.

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