Tourists as a Target Group - ICOMnetwork.icom.museum/.../mpr/papers/2009-ostern.pdf · Microsoft...
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NORSK FOLKEMUSEUM Tourists as a Target Group Josephine Østern Marketing Advisor and Sponsorship Manager Norsk Folkemuseum, Oslo - Norway
Transcript of Tourists as a Target Group - ICOMnetwork.icom.museum/.../mpr/papers/2009-ostern.pdf · Microsoft...
NORSK FOLKEMUSEUM
Tourists as a Target Group
Josephine Østern Marketing Advisor and Sponsorship ManagerNorsk Folkemuseum, Oslo - Norway
NORSK FOLKEMUSEUM
Norsk Folkemuseum at Bygdøy
Bygdøy is a peninsula with large recreational areas in central Oslo.
The woods, beaches and fields are popular destinations for the citizens to go for Sunday walks and other outings.
The peninsula also hosts five large museums that are visited by both locals and tourists.
NORSK FOLKEMUSEUMNorsk Folkemuseum- See Norway in a day!Norsk Folkemuseum shows traditional Norwegian culture and history. The Open-Air Museum features 155 authentic buildings from different national regions, like Gol Stave Church, from the 13th century.
We also have indoor permanent collections and temporary exhibits.
NORSK FOLKEMUSEUM
A place for contemplationand silence
Norwegianwoodenhouses
Contact withnature
Animals grazing in the fields
Medieval ornaments
Lefsebakst
Nice place for the kids
Take A walk
Nasjonale verdier
Folke-dans
People in folk dress
Tourist-attraction
Winter
Museum at Bygdøy
Open-Air Museum
Farmsteads
Summer
Corporation
ContemporarySocitey/ MulticulturalExhibits
City
History
Research
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FOLKEM
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Tourist-attraction
Researchinstitution
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ContemporarySociety/ Multicultural
History
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Open-Air Museum
Indoor exhibits
NO
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Farmsteads
City
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Winter
Summer
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Number of visitors to Norsk FolkemuseumAverage amount of visitors er about 236.000 per year
203
318
225
179
241
068
266
176
264
307
240
638
260
107
237
609
0
50 000
100 000
150 000
200 000
250 000
300 000
2001 2002 2003 2004 2005 2006 2007 2008
NORSK FOLKEMUSEUM
Individual Visitors
•Locals•Families•Culturally interested adults•Foreigners living in Oslo
•Non-locals•Norwegians•Foreigners
Group Visitors
•Foreigners•Cruise•Touroperators•Agents•MICE
•Norwegian•Schools, kindergardens and students•Unions and organisations•Companies
The Visitors - Our Target GroupsWho are we communicating with?
NORSK FOLKEMUSEUM
Information & Target Groups
Visit us!
General
Popular
Information
PublicPublic authoritiesauthorities; ; MinistryMinistry ofof CultureCulture, ,
GovernmentGovernment, , politicianspoliticiansetcetc……
EVERYBODYEVERYBODY
TheThe general general publicpublic
NonNon--visitorsvisitorsTouristTourist
Scientists, museum Scientists, museum professionasprofessionas
Cultural heritage
and historyContemporary Society
Multicultural
The Media
Locals
Schools
Families
Retired people
Educating
Experience
NORSK FOLKEMUSEUM
Tourists and the summer season
60% of our visitors come during the summer months of June to September
In this periode 73% of them are tourists.
NORSK FOLKEMUSEUMSummertime ProductDuring summer the Open-Air Museum is filled daily with people in costumes and activities. Domestic animals graze the fields.
Medieval ornaments
NORSK FOLKEMUSEUM
Events for Locals & Tourists
*Christmas Fair *Midsummer Celebration*Easter Celebration *Shrovetide Carneval
NORSK FOLKEMUSEUM
Midsummer Eve
Touristmarket
•Special contracts for touroperators & cruiseagents.
•Advertising and listing in international guides, web-pages, newsletters and magazines.
•Invitational excursions for agents and the travel media.
•Production and distribution of a tourist brochure. Distribution to:
•hotels, camping centers, touristinformation, othermuseums etc.
•Travel Fairs and Professional Fora
•Cooperations with:
Visit Oslo = Oslo Guide, Oslo Pass, What’s On, Oslo Map, Information board at the Touristinformation
Visit Norway = NRI-guide (Travel guide), Productmanual –Venture Norway, Official Guide to Norway, News BulletinUSA, Spanish Guide to Norway etc.
Oslo Cruise Network = Active member
Museums at Bygdøy= shared brochure, distribution
Marketing & DistributionNORSK FOLKEMUSEUM
Examples of Communication
NORSK FOLKEMUSEUM
Who is our Competition? Tourist segment:
Obvious –other museums and attractions in Oslo :
Vikingships, Fram-Museum, Kon-Tiki, Holmenkollen Ski Jump, Vigelands Park, National Museum, Akershus Fortress, City Hall, the new Opera (also attractsmore tourists to Oslo)
Less obvious:
Aker Brygge – Shopping and Restaurant area, Hadeland, forest area, thefjord, Maihaugen, Tryvann Winterpark, concerts and festivals, shopping, galleries
Foto: Matjaz Intihar
NORSK FOLKEMUSEUM
Our Competitors are also our Partners!
Together we are the destination:Bygdøy
OsloNorway
In a competitive international market.
We need each other!
NORSK FOLKEMUSEUM
Touristattraction
Winter
Museum at Bygdøy
Open-AirMuseum
Farmsteads
Summer
Corporation
ContemporarySociety
Indoorexhibits
City
History
Research
NO
RSK
FOLKEM
USE
UM
O SL O
18
94
Corporation
ContemporarySocitey/ Multicultural
Research
NO
RSK
FOLKEM
USE
UM
O SL O
18
94
Marketing & Distribution
Local marketNORSK FOLKEMUSEUM
NORSK FOLKEMUSEUM
NORSK FOLKEMUSEUM
Meet the People of Norway!
