Marketing hotels and destinations to Nordic countries becomes very

attractive if you check the facts and figures. The region consists of 25

million people, with a high ratio of experienced travellers. People often

speak several languages and are curious to explore other cultures.

They have a high disposable income to use when travelling abroad, and

the number of cities with direct flights to international destinations is

increasing every year.

 

Nordic countries also have the highest internet penetration in the world,

from 70% in Finland to 82 % in Sweden. So, what’s the catch? How do

you market dreams in languages that are not very expressive? How do

you talk to people who talk to their elected officials in the same way that

they speak to their friends and family? Etiquette found in other languages

is perceived as too formal and rigid in Nordic languages.

 

To translate an existing campaign directly very seldom works. Nordic

design is minimalist, so designs from other countries might be

apprehended as too loud and intrusive.

Without common ground it is very difficult to understand each other. The

text can be completely correct yet fail to arouse any feelings. And what

feelings will be aroused? It is not self-evident that a deserted beach will

appeal to people living in one of the worlds most sparsely populated

countries, for example.

 

Understanding is the basis for all good communication. We have that covered.

                                                                                                                     

 

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