Trending PR Campaigns
Norway’s Spectacular Toilets
After Donald Trump called Norway a “shithole”, Visit Norway answered with a joke: the country has some of the world’s most spectacular toilets. It pointed people to its online guide to public loos with striking design and views of fjords and rivers, turning an insult into a tourism talking point.
Why it worked: It hijacked a breaking political insult with a self-deprecating twist and a clickable asset—the map of designer toilets—journalists could embed.
The lesson: Consider newsjacking a fresh controversy with a witty reversal and a tangible list or map editors can link and illustrate.
Coverage over time
How this story spread across the media