Why Engaging Narrative is a Game-Changer in Travel Marketing

A summer on the road: How we made Circle K the preferred choice for families traveling with children

Goals and objectives

In the summer of 2020, the covid-19 pandemic made us travel in a different way. Most Norwegians did not travel abroad, and they did not use public transportation as much as usual. Instead they traveled by car, and they traveled inside their own home country.

Our client, Circle K, is a full-service gas station in Norway, providing both food and fuel for people traveling by car. We saw that the situation presented an opportunity for attracting many new customers for Circle K. We pitched a concept for a big content-marketing campaign: We wanted to give families going on road trips the best travel tips for a nice vacation, and we wanted to make Circle K a natural part of that.

To do this we wanted to make a series of sponsored articles, and publish them in Norway’s biggest editorial newspaper, VG.no. (Our agency, Schibsted Partnerstudio, is a content marketing agency that makes content marketing for Schibsteds’ different platforms. Schibsted owns many newspapers in Norway, and our main channel is VG.no. )

Our goal with this campaign was to raise brand awareness, and to make Circle K’s stations the preferred choice for families on the road.

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