Every New Year´s Eve since 1960, the King of Norway has given a speech on national television to the Norwegian people where he reviews important events of the past year. While the King is speaking, the people of Norway are gathered around their TVs. On New Year's Eve 2010 we hi-jacked the King's speech by buying the commercial break before the King went on air and let Norwegian`s CEO address the nation with his own speech. The three minute long speech ended with Bjorn Kjos promoting a very limited sale of airline tickets.

All the promotion tickets were sold out within two hours. The number of visits on the Norwegian website increased considerably during the weeks after the promotion, leading to the best sales month ever in Norwegian Airlines history, and of course a lot of PR in the days after.