Trump called Norway a 'shit-hole country', the tourism board built a campaign on it

Trump called Norway a 'shit-hole country' after the Nobel Committee refused to award him the prize. The Norwegian tourism board launched a campaign 'Norway makes toilets great again', featuring designer restrooms along the landscape, which gained global coverage.

US President Donald Trump called Norway a 'shit-hole country' during a Republican campaign rally, against the backdrop of the fact that the Nobel Peace Prize Committee, composed of Norwegian representatives, did not award him the prize. In response, the Norwegian tourism board Visit Norway launched a campaign titled 'Norway makes toilets great again', a paraphrase of Trump's slogan. The campaign features 18 designer restroom stations along the country's landscapes, designed by leading architects, aiming to turn the negative remark into a marketing opportunity. The campaign has received extensive international coverage and is considered a successful lesson in real-time marketing (RTM).