Visit Oslo's Bold New Campaign: A Risky Yet Fascinating Approach to Tourism

Oslo has done it again! The Norwegian capital is turning heads with its latest tourism campaign, one that’s as bold as it is brilliant. In a move that's sure to spark conversations, Visit Oslo is using reverse psychology and irony to encourage tourism, and let me tell you, it's a wild ride.

Reverse Psychology and Irony in Action

In a twist that feels both cheeky and charming, Visit Oslo's new campaign essentially tells potential visitors, “Don’t come to Oslo.” Yes, you read that right. The campaign features slogans like "Oslo is boring" and "There’s nothing to see here," complete with mundane city images. The goal? To pique curiosity and challenge preconceptions.

The strategy taps into the natural human tendency to defy orders and explore the forbidden. It’s the psychological equivalent of telling a child not to touch a hot stove, only to see them do exactly that. By downplaying its attractions, Oslo is setting the stage for a delightful surprise when tourists inevitably discover the city’s true charms.

Why This Risky Strategy Works

At first glance, the campaign might seem counterproductive. Why would a city downplay its appeal? The answer lies in the genius of reverse psychology. By setting low expectations, Visit Oslo is setting up visitors for an unexpected and memorable experience. It creates a sense of intrigue that traditional campaigns often lack.

Moreover, the humor and irony embedded in the campaign make it memorable. People love a good laugh, and the playful nature of the campaign ensures it stands out in a crowded market. It’s a fresh departure from the usual glossy, picture-perfect tourism ads, making Oslo seem more authentic and relatable.

Initial Reactions and Long-term Impact

Sure, this approach might generate some initial skepticism. Some potential visitors might take the messages at face value and look elsewhere. But those who get the joke are likely to be intrigued enough to dig deeper, leading to a fascination with the city.

As the campaign gains traction, it’s likely to attract a demographic that appreciates wit and adventure. These are travelers looking for unique experiences, the kind who value storytelling and authenticity over generic tourist traps. In the long run, this could boost Oslo's reputation as a must-visit destination for savvy, curious travelers.

Why I Love This Strategy

As someone deeply interested in place branding and innovative marketing strategies, I find this campaign absolutely fascinating. It's risky, yes, but that's what makes it exciting. The initial rejection it might provoke is part of the charm, leading to a deeper, more engaging fascination with Oslo. It’s a brilliant example of how taking risks in marketing can lead to big rewards.

Visit Oslo's new campaign is a masterclass in unconventional marketing. Daring to be different and using reverse psychology sets itself apart in the crowded tourism market. It’s a strategy that might raise a few eyebrows, but it’s bound to leave a lasting impression.

So, here’s to Oslo—boring, mundane, nothing-to-see Oslo—that’s sure to surprise and delight its visitors in the most unexpected ways.

#placebranding #placemarketing #tourism #destinations #VisitOslo #DestinationBrand

Leonardo Nieto has over 20 years of experience in marketing and communications management, and more than 15 years in destination promotion for attracting investment, entrepreneurship, and MICE sector events. He also has extensive experience in city branding and creating positioning projects for cities and countries. He is a manager and co-founder of the think tank Place Branders Consultants