Voss was already renowned as a specialist location for tourists with special interests. Now this position is to be further consolidated and extensive strategy work was carried out before an expression was found for communication.

A key criterion was to engage Voss’s best ambassadors – namely the people of Voss themselves. The people of Voss themselves were to actively contribute to promoting the new profile themselves.

Jury`s verdict

It is liberating to see a tourism company that takes its own unique strengths and weaknesses as a starting point in such a fresh and honest way. Voss has completed the difficult task of recognising itself and then presenting this to the whole world. A sensational, well-designed visual concept communicates a destination which is something completely individual.

The innovation lies in the use of elements that perhaps do not really go together, but which create a distinctive quality and stand out within the industry. The communication concept is seamlessly integrated in the profile with a lot of humour and unserious self-irony. This is communication that works for all target groups everywhere. Not least for the people of Voss themselves.

Company: Destinasjon Voss

Project group company: Dagligleder/prosjektansvar: Anne Grethe Bakke, Destinasjon Voss - Stryingsgruppe og prosjektgruppe med en bredde deltakere fra Voss

Design: Creuna

Project group design company: Lead Designer og AD: Marc Ligeti, Creuna - Designer: Stein Øvre, Creuna - Designer: Stian Krosby, Creuna - Rådgiver: Harald Ofstad Fougner, Creuna - Rådgiver/Lansering: Arne Hjeltnes, Creuna - Rådgiver: Benedicte Wildhagen, Norsk Designråd

Award / year: Award for Design Excellence - 2010

Category: Visual communication