Visit Sørlandet: How we inspired families to choose Sørlandet

Visit Sørlandet is the official destination company for Southern Norway, working to attract visitors and strengthen the region’s tourism industry. For the summer season, their goal was clear: position Sørlandet as the preferred holiday destination for families.

Challenge

Solution

Trickle developed a clear and structured media strategy, closely aligned with Spoon’s creative concept, ensuring a well-balanced channel mix including Meta, TikTok, Google Search, display, DOOH, podcasts and branded content articles

  • 1

    Data-driven channel selection

    We continuously adjusted the strategy based on performance data, reallocating budget from awareness channels to search and traffic campaigns when we saw that Visit Sørlandet prioritized driving actual visits to the campaign landing page.

  • 2

    Handpicked placements

    We carefully selected the channels and environments that provided the highest precision toward the target audience. Through thorough research, we identified podcasts with strong reach among parents of young children, publishers with relevant audience segments, and outdoor placements strategically located at high-traffic hubs.

    In particular, placements at Oslo Central Station (Oslo S) delivered strong visibility among commuters and travellers — an audience with time and attention during their daily routines.

    By combining listener data, reading behaviour insights and physical exposure in these contexts, we ensured the message reached families at moments when they were truly receptive. This approach built both visibility and top-of-mind awareness for Sørlandet as a holiday destination.

  • 3

    Search optimisation

    We conducted in-depth keyword analysis and identified search terms used by parents and grandparents. This resulted in high relevance and a CTR significantly above benchmark for travel campaigns.

  • 4

    Audience management

    We combined AI-driven targeting with manual insight and ongoing optimization to ensure budget precision. This allowed us to effectively reach families as the primary target group, while also engaging grandparents as a valuable secondary audience.

  • 5

    Continuous client dialogue

    We held regular meetings with Visit Sørlandet and shared ongoing results through a dedicated dashboard. Real-time campaign data shaped our decisions and ensured we could optimize continuously and make well informed decisions together. This data-driven approach ensured we quickly identified what worked and adapted efforts according to Visit Sørlandet’s needs and objectives.

    With a clear strategy and smart channel choices, we delivered strong results. In a market where competition for attention is high and budgets are limited, we secured solid traffic to the campaign landing page.

With a clear strategy and smart channel choices, we delivered strong results. In a market where competition for attention is high and budgets are limited, we secured solid traffic to the campaign landing page:

Results

19,363 Landing page views
4:06 min Average session duration on landing page
17.3% CTR on Google Article Ads

Project team

  • Pernille Tårnes

    Pernille Tårnes

    Digital Marketing Lead

Susanne Nygaard

Contact Susanne

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