Commercial content on the front page

Types of content

  • Editorial content:
    Editorial content is designed to inspire interest and commitment to Norway as a travel destination by presenting users with engaging and updated overviews of attractions, activities and destinations.
  • Commercial content:
    Commercial content is created to promote an organization’s destination, product or service. It has genuine information value, but also a promotional intent. Sponsored articles and campaigns are both examples of commercial content.

Material that only has promotional value and little or no informational value is not content, but advertising.


Commercial content in front page slideshows

  • Like the rest of the site, slideshows on the front page must be perceived by the reader to be first and foremost independent, trustworthy and informative. Hence, a careful balance between editorial and commercial content must be maintained, and commercial content must never be seen to dominate the slideshow’s overall content.
  • Front page slideshows must have the absolute best of images available. If a customer cannot provide an image of sufficient quality, their material will not be put in the front page slideshow.
  • As always, commercial content must be clearly identified as such, usually through using the appropriate tag in Epi.
  • Front page slides may under no circumstances use an external site as primary URL.
    A secondary URL may be used if prior approval is given.
  • Maximum number of slides in front page slideshows:
    • International version: Maximum 2 slides may be commercial content. The first two slides in a front page slideshow must always be editorial. Exception: Destination that have their own front pages (ie new structure) – see below.
    • Language versions: Maximum 4 slides may be commercial content. The first slide may consist of commercial content, but commercial content slides must never be consecutive, ie maximum every other slide may be commercial content. Local campaigns will have precedence over sponsored content sold by salespeople in case of conflicts over space. Salespeople are responsible for staying informed on the campaign situation for all versions.
    • Destinations with own front page, all language versions: Maximum 4 slides may be commercial content. The first slide may consist of commercial content, but commercial content slides must never be consecutive, ie maximum every other slide may be commercial content. Local campaigns will have precedence over sponsored content sold by salespeople in case of conflicts over space. Salespeople are responsible for staying informed on the campaign situation for all versions.

Campaigns in slideshows

Each language version of Visitnorway can use the picture slideshow as a link to 2-3 main campaigns running at any given time.

To justify a place in the slideshow carousel a campaign must be of a general nature, for example a campaign with multiple sponsors on themes such as Summer, Winter, Northern Lights, Skiing, Cycling, Hiking or Fishing.

Campaigns that are sponsored by a single advertiser or marketing partner do not qualify for this kind of high level exposure. It is of vital importance that pictures that are designed to be linked to campaigns are distinctive and of high quality, showing Norwegian nature or themes at their most attractive, whilst still being relevant to the content of the campaign.


Commercial content in front page previews

  • It is of the utmost importance that Visitnorway is perceived as a credible information source for travellers to Norway, and to that end it is important to maintain a balance between editorial and commercial content on the front page, ensuring that commercial content does not dominate or distort the editorial content in the front page.
  • It should always be obvious to the reader what is editorial content and what is commercial content. Commercial content should always be labelled as such at the reader’s point of entry, usually with the tags “Sponsored”, “Partner” or “Campaign”.
  • Commercial content may be grouped into separate sections, but as a rule big blocks of commercial content should be avoided. As much as possible, commercial content should be grouped with editorial content of the same theme and subject, in order to increase findability and user-friendliness.
  • All content visible on the front page should be of high quality, whether editorial or commercial, and must conform to existing editorial guidelines. Products without a sufficiently high quality of content should not be placed on the front page. The product itself must also be of sufficient quality. Ensuring this is the responsibility of each salesperson, as is checking that the product is translated before publishing.
  • A front page preview may not use an external URL as its primary URL. Front page previews must always primarily link to a visitnorway page, such as an article, a storypage, an article list or a campaign microsite. External URLs are only OK on the front page when they are secondary YRLs on a storypage, or (by prior approval only) in article lists. A customer who requests an external link from a preview should be asked to buy a banner ad instead.
  • The front page should not have more than 25% commercial content, not counting banner ads, booking widgets and slideshows, but including product previews. In rare cases, such as in campaign periods, this may increase to but not exceed 30%. Language versions will have more leeway on this than the international version, due to their higher number of campaigns. Destinations that are part of the new structure (ie have their own front pages) may also have more commercial content on the front page than the international edition, across all versions.
  • On the international version (.com), the first two columns on the top line under the front page slideshow should always hold editorial content, if at all possible.
  • Customers must allow 10 working days for publication of content, after it is received by an editor.
  • Booking front page space for campaigns is the responsibility of each language editor and should be done in the online Google-spreadsheet. Editors and salespeople must check this document regularly.