Lasse Sandaker-Nielsen

How Norwegian grew global with Mynewsdesk

As a low-cost air carrier Norwegian knows a thing or two about making your money go a long way. Why spend a fortune on marketing if you can be introduced to new markets by local media outlets?

– Norwegian is a low-cost company, so everything we do needs to yield a good return on investment. Our proactive PR approach has enabled us to create brand and company awareness without spending a lot of money. This has been very important for us, not least for our global growth, says Lasse Sandaker-Nielsen, SVP of Communications at Norwegian.

Mynewsdesk’s news rooms are one of Norwegian’s wide range of PR tools. The news rooms function as media hubs for journalists. Norwegian shares press releases and selected news stories here, as well as video and image content.

– And because the Mynewsdesk platform is so intuitive, using it has always come easy – for us and for the journalists. That’s a major plus in our day-to-day work, says Lasse.

9 markets – 9 news rooms

A lot has happened in the eleven years since Norwegian joined Mynewsdesk in 2008. Back then they had 30 airplanes, 100 routes and 1,000 employees – and one newsroom. Today Norwegian is the world’s fifth largest low-cost airline, operating more than 500 routes to more than 150 destinations across the globe. The company has 11,000 employees and a fleet of around 170 aircraft.

– In order to deliver on the company’s global growth strategy we obviously needed to become global in our communications. And to do that we needed a newsroom service that could expand with us. Today we have newsrooms for all of our nine key markets, among which are Scandinavia, North America, Spain, Argentina and France. They’re all administered by local communication representatives, and they share insights so that we can copy successful activities.

Long live the press release

Lasse says that while some people proclaim “the death of the press release”, for Norwegian this couldn’t be less accurate.

– We get good traction on our press releases. And by having local communications expertise we know the rules of each market, which enables us to optimize that traction. For example, press releases with a more commercially oriented message tend to have a bigger impact in the UK, the US and Spain than they do in Scandinavia.

Whether in the UK or in Scandinavia, the PR team at Norwegian certainly seems to be doing its job: Last year Norwegian was covered in more than 32,000 news stories in their key markets.

– 95 percent of that reporting was neutral or positive. And 33 percent of the stories were initiated by us at Norwegian, through press releases, press briefings, press trips or pitches to specific media outlets, says Lasse.


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