Norway is tired of accidents: Will teach tourists how to drive

Nordnorsk Reiseliv has launched a new information campaign to help reduce the number of traffic incidents caused by foreign tourists in the northern parts of Norway.

The campaign consists of an animated film that explains in a neutral way the challenges that often arise when tourists drive on winter roads in the region.

According to CEO Trond Øverås, the film targets tourists who rent a car and plan to drive in Northern Norway during the winter months.

– This is not a commercial for any player, but a neutral information film that deals with the specific things that foreign drivers often experience difficulties with on the roads up here, he says.

Reaching a wide audience via digital channels

The film will be distributed through a number of different channels.

Among others, it will be sent to car rental companies, destination companies and other relevant players in the tourism industry in the region.

In addition, posters with QR codes will be put up and the film will be made available via social media and Nordnorsk Reiseliv’s own platforms.

To ensure broad accessibility, the film has been translated into several languages, including Chinese and Indian, and will be made available on the organization’s YouTube channel.

It is also shared with foreign tour operators who organize trips to Northern Norway.

Real challenge on winter roads

The background to the initiative is a number of incidents with tourists behind the wheel that created dangerous situations in traffic.

– Last winter in particular, we saw a number of dangerous traffic situations related to rental cars throughout the region, so this is a real issue, says Øverås.

The campaign aims to better equip tourists to navigate challenging conditions with snow, ice and limited daylight.

The goal is to increase safety for both tourists and locals, while accommodating the increasing number of foreign visitors to the region.