Nordic Leisure Travel Group, with the brands Ving in Sweden and Norway, Spies in Denmark and Tjäreborg in Finland, is entering into a new Nordic agency collaboration to take its communications to the next level. To create greater business impact in an industry where many players communicate in a similar way, it has chosen to take an unusual path and pair two agencies from two different countries into a joint Nordic team. Swedish Perfect Fools and Danish Robert/Boisen+Like-Minded have been selected for a long-term collaboration with responsibility for developing and managing Nordic Leisure Travel Group's (NLTG) communications concept.
The focus is on strengthening the effect of the group's communication and ensuring impact in all markets.
– The travel industry is highly competitive, and communication often tends to become generic. We wanted to find a new way of working – with a strong Nordic perspective, but also with courage and creative height based on consumer insights. That is why we put together a team that combines different strengths and works integratedly across market boundaries. We have also involved creatives in Norway and Finland early on to ensure that the concept has the same power in all three of our markets., says Camilla Everberg, CMO at Nordic Leisure Travel Group.
During the pitch process, NLTG took the initiative to match the two agencies together, not as competitors, but as collaborators. Both were selected for their ability to combine creativity with structure, pace, and business drive.
– We saw early on that there was a common understanding in culture, ambition and work processes. By putting together a joint team that works closely with us in both Stockholm and Copenhagen, we get a solution that is both local and Nordic, both deep and fast.b, says Everberg.
Perfect Fools was acquired this summer by media agency Tre Kronor Media and international technology and martech company Making Science. Together, they have built a unique offering that combines strategy, creativity, media and tech, with the goal of creating communications that deliver real business results.
– Getting to work with three such iconic brands is fantastic in itself. But what really makes this assignment special is that we get to work with a client who is both ambitious and brave, who dares to test new collaborations and methods to create communication that actually affects the business. It suits us perfectly., says Klas Lusth, CEO of Perfect Fools.
The agency team works closely with NLTG's marketing organization in both Stockholm and Copenhagen, with joint responsibility for strategy, ideation, execution and local adaptation in each market.
