Goals and objectives
Intersport and Amedia Innholdsbyrå set out to develop a structured content journey that would both celebrate Norway’s rich ski heritage and establish Intersport as the leading authority in ski equipment and expertise across the country. Rather than launching a one-off campaign, the team created a multi-phase series of sponsored articles that evolved over time, designed to engage readers at every stage of their journey.
The campaign had three core objectives:
- Foster engagement through a structured content series that guided readers from discovery to participation and expert insight.
- Enhance perceived expertise by integrating authentic reader contributions with professional advice from Intersport specialists.
- Achieve both local and national impact by tailoring articles regionally while maintaining a unified national narrative.
Surprising Insights
- Even regions with minimal snowfall showed high engagement, underscoring the cultural significance of skiing across Norway.
- The campaign’s relevance extended beyond traditional ski hubs, proving that the passion for skiing transcends geography.