Related has worked as PR and trade representative for VisitBritain in Norway.
Norway is the second largest market in the world when it comes to football tourism to Britain – and the interest goes beyond the sport. Food and drink, British music, British countryside, heritage and traditions are well connected to the interest of football.
Ahead of the Premier League season in 2016, Related assisted a Norwegian TV crew in producing 20 short films featuring the traditions, heritage, culture, music and food of Britain – in connection to each of the Premier League cities. Creating an interest in the destination beyond football. The films were broadcast on TV 2 Sport during the halftime breaks of the Premier League matches – every weekend for several weeks.
The episodes of Kultour League, which was the name of the project, were themed around Afternoon Tea, Fish & Chips, British Pubs, British Wine, Jurassic Coast, Hadrian’s Wall, the Industrial Revolution and cities like Manchester, Liverpool, Birmingham, Newcastle Gateshead and Hull, to name a few.
The total media value of the project was estimated at EUR 100,000.