1. Guidelines for editors and market managers Vistnorway Front Page

3. 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

4. Let´s start

5. 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

6. 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

7. Two types of content: Editorial and marketing content

8. Who´s doing what?

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

10. Responsibility of Market Managers

11. Campaigns

12. Campaigns – the overall goals To provide participants with value for money through visibility Maintain a balance between Editorial and Marketing content

13. The layout Practical guidelines

14. Visual layout When managing the content, please remember the visual hierarchy.

15. 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

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

17. 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

18. More examples

19. 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

20. National Market adaptations The content displayed on the different front-pages will vary with language versions and seasons

21. 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

22. Front Page: National Markets

23. Quality assurance

24. 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

25. The importance of updated content Make sure all content is quality assured – the responsibility of all Web Editors

26. Last but, not least For further details see the full verson of Guidelines Front Page on Questions relating to this document should be sent to: editor@makingwaves.no Keep up the good work!