Overview
Built and evolved a scalable content and measurement operation for Norway's official tourism platform over a multi-year engagement beginning in 2011 - spanning content strategy, multilingual publishing across 14 languages, editorial governance, SEO, analytics and a major platform migration.
Who This Is For
National tourism organisations, destination marketing bodies, or large multilingual content platforms coordinating dozens of internal stakeholders, destination partners and commercial contributors across multiple international editions and campaigns.
The Challenge
Visit Norway is Norway's official tourism platform, serving prospective travellers, the travel industry, international media and conference organisers. Its content ecosystem included multiple international editions, destination partners, campaign owners and thousands of tourism products - with multiple audiences and business objectives, numerous internal stakeholders and commercial partners, and editorial, partner-referral and commercial objectives that each needed different forms of measurement. Editorial approvals and responsibilities were not always clear, creating unnecessary administrative work and slowing production. The existing content estate contained overlapping pages and formats, while local editors needed greater freedom to produce timely, market-relevant material. The analytics operation generated extensive data, but the relationship between individual metrics, content decisions and Visit Norway's wider objectives was not always clear. Partner click-throughs were important, but they did not provide a complete picture of how successfully the platform inspired and informed prospective travellers. Visit Norway also needed to migrate and renew a large body of multilingual content without interrupting ongoing campaigns, publishing or partner support.
What We Propose
Content Strategy & Editorial Governance - Editorial guidelines, publishing calendars and governance tools connecting every important page or article to an intended user behaviour or KPI, replacing repeated approval cycles with format-specific rules and checklists, and giving local editors clearer decision-making authority. Actionable Measurement Framework - Rebuilt analytics around Visit Norway's actual objectives rather than traffic volume alone: content consumption, returning visitors, social sharing, newsletter subscriptions, planning-section visits, partner click-throughs and behaviour by language, market, channel and device - developed over time into custom stakeholder reporting, campaign measurement, accessibility KPIs, conversion-rate optimisation and A/B testing. International Editorial Operation - An 18-editor international delivery team supporting 14 language versions, combining platform knowledge with local-market and language expertise, working with Innovation Norway's international offices on campaigns, localisation and market-specific publishing. Content Production & Quality Control - Production and publication of more than 1,000 articles, localisation and market adaptation, image and video selection, and quality assurance for approximately 20,000 tourism products maintained by external contributors. Training & Partner Support - Training and support systems for destination organisations, partners and tourism-product owners, so quality and consistency held up across a distributed contributor base. Platform Migration at Scale - Coordinated project management and an expanded editorial team to produce and publish approximately 500 new articles across 14 language editions within three months during the 2015 platform migration, without interrupting ongoing campaigns or partner support.
Why It Matters
A durable operation, not a single campaign - The engagement ran continuously from 2011, building lasting capability rather than a one-off redesign. Scale across languages and markets - An 18-editor team supporting 14 language editions, more than 1,000 articles produced and published, and quality assurance across roughly 20,000 tourism products. Proven under pressure - Approximately 500 new multilingual articles delivered across 14 languages in three months during the platform migration, without dropping quality, localisation or ongoing operations. Content tied to real objectives - Content planning connected more closely to measurable user and partner behaviour, with analytics, campaign optimisation and A/B testing embedded into the everyday operation rather than treated as a separate project.
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