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The Norwegian Tourist Board has appointed Leo Burnett to help

increase the numbers of tourists visiting its shores from the UK.

The UK and Germany are Norway’s two biggest sources of visitors, and the

tourist board hopes to build on earlier successes by emphasising the

friendliness of the people, as well as the beauty of its ski areas,

coastal resorts and sea cruises.

Burnetts will start the first leg of a national press campaign in

December featuring Norway’s ski areas, which came to prominence three

years ago when the Winter Olympics were held in the town of

Lillehammer.

Direct response advertising in the national press will be followed in

January by a tightly targeted below-the-line push, as will subsequent

campaigns.

Barbara Elson, the head of database marketing at Burnetts, called the

win a ’fantastic opportunity to further demonstrate Burnetts’

brand-building capabilities through direct marketing’.

Burnetts landed the account without a pitch following an introduction

via its Norwegian office, Leo Burnett Oslo. Backed by a budget of around

pounds 1 million, it was awarded on a full-service basis, and Burnetts

will also handle the media of Norwegian leisure companies acting with

the tourist board.

Per Holte, the director of the Norwegian Tourist Board in the UK, said:

’We wanted a new creative approach and we know that this is what

Burnetts will deliver.’

Norway has been very low-key in the advertising market since a tourist

board report in December 1995 criticised the travel industry for

ill-advised international advertising and product campaigns.