To the majority of travelers, however, Europe is still synonymous with the often over-crowded cities and destinations further south on the continent. So the little sister of Nordic Cool, Norwegian capital Oslo, decided to do something about it.
– "Oslo is emerging as one of the trendiest cities to visit. We have a bustling cultural scene, interesting architecture, plenty of great bars and restaurants, as well as closeness to nature. And at the same time, you don’t feel part of a tourist crowd," says Christian Lunde, CEO of Visit Oslo.
– Show don’t tell
Instead of spending huge money on ads and boards, they decided to follow the motto "show, don’t tell". Then they started scouring travel sites and social media for dissatisfied travelers in some of the most tourist dense destinations of Europe.
– "We came across a young couple from New Zealand visiting Europe for the first time. They had just arrived in Paris, and were deeply dissatisfied to find themselves in a baking hot crowd of people, fighting for a peek at the Mona Lisa," says Marit Hartmann from Oslo Brand Alliance.
48 hours in Oslo
Via Instagram, Marela and Sam were invited to jump ship for an unforgettable 48 hours in Oslo. After being convinced that this was a real offer and not an internet scam, the Kiwis packed up their bags, and shortly after they arrived in the Norwegian capital.
– "I don’t think we could have predicted any of the activities that we have done in Oslo. For us to feel this way after only just 48 hours here, I think says a lot about what the city has to offer," says Marela Glavas after their stay.
The Great Escape is a large-scale collaboration between public and private stakeholders in Oslo, working together to put the city on the map internationally.
YouTube-video here: https://www.youtube.com/watch?v=AM0kEq0jPag&feature=youtu.be
Here you can download photos of "The great escape to Oslo": http://bit.ly/2wnktI1