Guidelines for editors and market managers

Vistnorway Front Page

Objective of guidelines:

• Give all editors knowledge on how the the Front Page should be edited and published

• Give the market managers knowledge on how the Front Page work and their role and responsibilities

Let´s start

What is the purpose of the Front Page?• Make it easy to choose Norway by• Inspire• Inform• Present bookable products

• In an attractive and user-friendly way and according to Optima findings per market

Somethings “never” change • Always aim to show off what Norway has to offer the

tourists • Regardless of season and campaigns

• Mandatory components on each version: • Map component, Booking widgets, Season-based content, Themes (e.g.

fishing, hiking), Green Travel, Articles on social/mobile, Fjords, Northern lights, The Midnight Sun. Culture/food according to Optima findings

Two types of content: Editorial and marketing content

Who´s doing what?

Front page: Day-to-day changes and updates requests

Responsibility of Market Managers

Campaigns

Campaigns – the overall goals• To provide participants with value for money through

visibility• Maintain a balance between Editorial and Marketing

content

The layoutPractical guidelines

Visual layout• When managing the content, please remember the

visual hierarchy.

Sections and Listheaders• Use section and list headers to: • trigger • describe the content • give the users a hint of what to expect

• Think of the headings as ad campaigns for the content you want the users to click on• Be playful and selling • Try to visualize the headings without the pictures and intros• Think of the Front Page as a whole story where the headings

bind the different content chunks together

Tone of voice• Use a fresh, real, adventurous and open minded tone

of voice

Some examples for inspiration”A taste of Norway ” rather than ”About Norwegian food”

“It does not have to cost a fortune” rather than “Travel cheap”

”7 hours from New York” rather than ”Go to Oslo”

”Get your adrenaline pumping” rather than ”More on extreme sport”

“Sign up for your winter adventure in Norway” rather than “Winter in Norway

More examples

• A great way of giving the user an impression on the amount of content• Provide the users with up-

to-date information on concerts, theatres, exhibitions etc.

The use of lists

National Market adaptations

The content displayed on the different front-pages will vary with language versions and seasons

National Markets - some freedom to adapt to meet local needs • Focus is primarily on the needs of the editors own

national market• The importance of sharing• Please share any successful innovations to ensure that “stuff

that works” gets adapted and localized axcross the portal as quickly as possible

Front Page: National Markets

Quality assurance

Don´t forget the quality assurance• The front page should be reviewed regularly both

internally and by the market managers

• Show changes to one or more fellow editors, in addition to notifying the market manager

• For major changes, the editor-in-chief should also be notified

The importance of updated content• Make sure all content is quality assured – the

responsibility of all Web Editors

Last but, not least• For further details see the full verson of Guidelines

Front Page on <dajdadkadkaødk>

• Questions relating to this document should be sent to: editor@makingwaves.no

• Keep up the good work!