Travel Industry Editorial Content

Visit Norway

Through creating engaging and targeted content on, Making Waves helped millions of people to discover Norway, and everything that it has to offer, as a tourist destination. In 2016, the site won the travel industry’s “Oscar".

The challenge is Norway's official travel portal, with different sections for tourists, the press, industry, and business travelers. Visit Norway is operated by Innovation Norway, with a mission to inspire prospective visitors to easily discover Norway as a tourist destination. The website is a key part of Innovation Norway's work, supporting one of the country’s largest and most important industries.

Our approach

Since 2011, Making Waves worked in close cooperation with Visit Norway in a large editorial environment that continuously produced and published content in 13 languages. A broad team of Norwegian and international journalists, editors, SEO consultants, and photo editors produced and published a wide range of content.
Frederik Amundsen Chief Editor,

"For us it was important to work with an agency that could produce quality content in English as well as translating and adapting content for 13 languages."

The solution

To ensure that Innovation Norway met their KPIs, the website was relaunched in January 2016 with a completely new design and new content, with an emphasis on beautiful images and videos. The changes were based on findings from extensive user research. A clear strategy was put in place for categorizing content into groups such as current affairs, top-lists, reports, and destination-focused content; ensuring a high quality user experience. There has also been an increased focus on elevating exciting cities, Norwegian cuisine, architecture, and design.
Frederik Amundsen Chief Editor,

"We wanted to create a website by, for, and about people. In close cooperation with the Norwegian and international content team at Making Waves, we were able to do this. With engaging content in 13 languages, we attract travelers within our targeted global audiences."


In December 2016, the new Visit Norway website was awarded the Gold Adrian Award 2016 in the prestigious HSMAI Adrian Awards. This is the tourism industry's "Oscar" for the best website. 

Together with our clients, we are proud to have created a portal that welcomed more than 11 million users in 2016.

Do you have a question about this case?

Erik Jansson

Commercial Director

+47 958 90 279