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How Norway flipped Trump’s name-calling into destination marketing

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How Norway flipped Trump’s name-calling into destination marketing

After President Donald Trump called Norway a “shithouse country,” its tourism agency turned the insult into a marketing opportunity to promote its designer bathrooms.

Trump criticized Norway at a rally in Michigan on October 25 because he didn’t receive the Nobel Peace Prize, which is awarded by the Norwegian Nobel Committee. Disparaging the Nordic nation with a term he’s previously used for Haiti, ​Libya, Somalia, and Yemen, Trump said he didn’t want immigrants from Norway. Now its tourism agency has turned the attack into a badge of honor with a website for the world’s best toilets that’s drawing eyes from across the globe.

While Visit Norway has had a web page about its public toilets for several years owing to their dramatic views and better than average design, the group changed the headline of the page to reference Trump’s comments and reshared it last week. It’s currently Visit Norway’s most popular page in most countries and has had 200,000 page views since Monday, while related social media posts have generated 5 million organic views so far, Visit Norway tells Fast Company.

The updated web page says “Norway makes shithouses great again!” and shows off some of the country’s most scene-stealing public accommodations across Norwegian Scenic Routes, a collection of some of the 18 prettiest drives in the country.

Among them are the Stegastein Lookout restroom, which looks out over a fjord, was designed by the architects Todd Saunders and Tommie Wilhelmsen , and won a Norwegian National Construction Prize.


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