18/05/2008

The Look to Norway promotional campaign, which includes the erection of a Sami lavvo tent in front of the Grand Hotel in Cannes, for one day became a Taste of Norway yesterday, as selected press and film professionals were invited to sample reindeer meat served by Sami tribesmen dressed in their traditional dress.

The special Sami celebration took its inspiration from Nils Gaup’s box office success The Kautokeino Rebellion [+see also:
trailer
film profile] (number one in Norway with over 328,000 admissions so far), which NonStop Sales are screening at the market.

Look to Norway’s lavish marketing campaign was developed in conjunction with the Norwegian Film Institute, the Norwegian Film Commission and Innovation Norway, to promote Norwegian films and Norway as a filming and travel destination for foreigners. Other partners involved include Norway’s Ministry of Culture and Church Affairs, the Norwegian Embassy in Paris, Finnmark Tourist Board, Borealis, Thon Hotels, Norwegian film festivals and several North Norwegian cultural institutions and businesses.

Interest in Northern Norway has increased following the recent filming of major international co-productions, such as New Line’s The Golden Compass, which was shot at the Film Camp in Målselv, Northern Norway. With the Norwegian Minister of Culture planning to introduce a 15% refund for foreign productions shooting in Norway, more foreign investments are expected to pour in.