1000 years ago, the Vikings set sail and left their mark on the world. Today, the Viking Ship Museum brings their history to life – and we are proud to be part of the story. In close collaboration, we have launched several seasonal initiatives that will strengthen the museum’s visibility and attract even more visitors.
A living story about the world of the Vikings
Since the opening of the Viking Ship Hall in 1969, the Viking Ship Museum at Roskilde Fjord has been the center for communicating the maritime history of the Vikings. Over the years, the museum has grown – and today, guests can experience a boatyard, a marine archaeological workshop, Viking ships in the harbor, sailing on the fjord, a café and a museum shop.
The five original Skuldelev ships form the core of the museum’s exhibitions and activities. The story of the impact the Vikings and their ships have had on the world is told through both permanent and changing exhibitions.
To strengthen visibility and attract more guests at the right times, the Viking Ship Museum initiated a collaboration with Generaxion to bring even more visitors closer to the fascinating universe of the Vikings.
Strategic advertising
In close collaboration, we initiated a plan for targeted and strategic Meta Ads and Google Ads.
The advertisements were not only to be targeted at individuals but had a greater focus on highlighting the opportunities for families with children, companies and school services.
A dedicated project manager at Generaxion ensures close communication so that both parties are always in the loop and updated on campaign plans, reports and annual budgets.
History that performs
A strong strategy must be constantly rethought and adjusted so that it has the Viking Ship Museum’s goals and wishes in mind. To ensure that the strategic initiatives within Meta Ads and Google Ads work as intended, Generaxion reviews and analyzes monthly reports.
Compared to last year, there are clear results in terms of advertising, more visitors and previous bookings. The Viking Ship Museum has therefore experienced a noticeable change.
+55,1 %Clicks
+31 %Impressions
-23,2 %Ad Spend
Q1 2025 compared to Q1 2024
Seasonal marketing
Activities and experiences change at the Viking Ship Museum with the seasons. Therefore, year-round marketing and a year wheel are needed to ensure campaigns targeted to the seasons and current activities – of course adapted to the right ad formats.
A past with a future
The Viking Ship Museum communicates the past but has a focus on the future – so do we. In close dialogue, we continue to work towards the development of future campaigns that will continue to support the museum’s goals and attract the right visitors to the right activities and seasons.
Clear communication and regular sparring have been basic elements in the collaboration between the Viking Ship Museum and Generaxion, so that the targeted visions were fulfilled and executed correctly.
Generaxion had what we were missing. They could handle Ad Grants – and their segmentation capabilities were some of the best on the market. They simply did something that others couldn’t at the time, and the collaboration has only grown stronger since.
Trine Harvøe Kristensen (Marketing Manager, Viking Ship Museum)