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 and large multilingual content platforms. This case is most useful if:
- you coordinate many internal stakeholders, destination partners and commercial contributors
- you publish across multiple international editions and campaigns
- your analytics produce plenty of data but few content decisions
- you need to migrate a large multilingual estate without pausing live work
The Challenge
Visit Norway is Norway's official tourism platform, serving prospective travellers, the travel industry, international media and conference organisers. Behind it sat multiple international editions, destination partners, campaign owners and thousands of tourism products, with editorial, partner-referral and commercial objectives that each needed different forms of measurement.
Approvals and responsibilities were not always clear, which slowed production. The content estate held overlapping pages and formats, while local editors needed more freedom to publish timely, market-relevant material. And the analytics did not connect metrics to decisions: partner click-throughs mattered, but they could not show how well the platform inspired and informed travellers.
On top of this, a large body of multilingual content had to be migrated and renewed without interrupting campaigns, publishing or partner support.
Our Approach
We ran Visit Norway's content as a continuous operation rather than a project.
- Editorial governance: guidelines, publishing calendars and governance tools linking every important page to an intended user behaviour or KPI, with format-specific rules and checklists replacing repeated approval cycles, and clearer decision rights for local editors.
- Measurement built on objectives: analytics rebuilt around content consumption, returning visitors, social sharing, newsletter subscriptions, planning-section visits, partner click-throughs, and behaviour by language, market, channel and device. Over time this grew into stakeholder reporting, campaign measurement, accessibility KPIs, conversion-rate optimisation and A/B testing.
- An international editorial team: 18 editors supporting 14 language versions, combining platform knowledge with local-market and language expertise, and working with Innovation Norway's international offices on campaigns and localisation.
- Production and quality control: more than 1,000 articles produced and published, with localisation, image and video selection, and quality assurance for around 20,000 tourism products maintained by external contributors.
- Training and partner support: systems for destination organisations, partners and product owners, so quality held up across a distributed contributor base.
- Migration at scale: around 500 new articles across 14 language editions in three months during the 2015 platform migration, without interrupting campaigns or partner support.
Impact
A durable operation since 2011. The engagement built lasting capability rather than a one-off redesign.
Proven under pressure. Around 500 new multilingual articles shipped in three months during the migration, without dropping quality, localisation or ongoing operations.
Scale across 14 languages. An 18-editor team, more than 1,000 articles, and quality assurance across roughly 20,000 tourism products.
Content tied to real objectives. Planning connected to measurable user and partner behaviour, with analytics, campaign optimisation and A/B testing part of the everyday operation rather than a separate project.
Click-throughs measure what partners need. Visit Norway also needed to know whether its content inspired anyone to travel.
Led a multidisciplinary editorial and technical team working with Visit Norway over several years, as a practice lead at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
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