When it came to making a summer campaign for The Viking Planet, we figured their communication needed a new and bold direction. Although cutting-edge technology and virtual reality are the engines driving the museum experience, they're not the reason people come through the doors. The real value lies in the incredible journeys TVP offers — not in the machinery that makes them possible. By emphasising this unique aspect, along with the impressive technology on display, it became clear what direction we needed to take. This wasn’t merely an advertising campaign for a museum; This was a travel campaign. However, here the destinations on offer might just be your final ones.

This resulted in the Tourist go to Hel* campaign. Hel of course being one of the mythical realms available to visit at the digital museum. Using surfaces like analog and digital boards, newspapers, trams and social media, TVPs brand new travel campaign aimed towards tourists got launched in the summer of 2024. Our aim was to highlight the thrilling adventures available at The Viking Planet, while also being transparent about the dangers that may lurk. It is well known that the Viking age was not the safest of eras, so this also needed communication. You can embark on a breathtaking fjord cruise along the stunning Norwegian coast, but beware — bloodthirsty Vikings are lurking, and they're eager to show you just how perilous this era truly was.

By the end of the summer, the museum had become a must-visit destination for history enthusiasts, drawing in crowds of eager tourists. Meanwhile, the population of Valhalla and Hel saw some new inhabitants.

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