Flåm is one of the steepest railways in Europe and was described by Lonely Planet Traveler magazine as the “world’s most incredible train journey of 2014″. We created Virtual Flåm; a campaign that enabled people from all over the world to visit this beautiful part of the world from the comfort of their own homes using cutting edge technology!
Expedia Norway approached Verve Search asking us to create a campaign that would:
- Achieve a minimum of 100 top-tier, authoritative, editorially valid links that increase site authority.
- Deliver LinkScore results of over 900 points.
- Support and increase brand recognition efforts through coverage, social and print.
Using 360º virtual reality technology users would be able to immerse themselves in the beautiful surroundings; learning about the various landmarks and points of interest as they continue on their journey.
Once the piece was built, we would target travel sections of large media sites in Norway, the Nordics and world-wide.
We knew the campaign needed to work well on mobile, embedded within news coverage, as well as full screen desktop. Many of the 360 solutions, such as GoPro’s, required downloading plugins and apps on mobile. We took a two-step approach. The main piece utilised YouTube in the backend, but responsively overlaid navigation and extra information. We were flexible though. We worked with publications to make it as easy for them to cover and share the piece. For example, we sent The Telegraph an uncompressed version of the video so that they could load it in to their own video platform. By doing this, they were willing to share and promote it across all their platforms – securing 180k views.
The piece is available in both Norwegian and English to serve both markets.
Achieved a minimum of 100 top-tier, authoritative, editorially valid links that increase site authority.
We achieved 209 links from some of the most authoritative sites in the world including;
|Aftenposten||Daily Mail Online|
|BT||Travel & Leisure|
|Side 2||Lonely Planet|
|The Local Norway||The Telegraph|
Delivered LinkScore results of over 900 points.
Supported and increased brand recognition efforts through coverage, social and print.
In total, the coverage was shared 3,767 times and viewed an estimated 1,711,034 .
Virtual reality, as a tourism device, is an often talked about, but rarely realised vision of the future of tourism. It’s something that, only a few months before our campaign, Expedia themselves had said would be central to the buying process by 2035. We brought that reality to life in 2016. The campaign inspired people to return, or discover, the destination: