Norway's official tourism agency crafted a viral campaign that has become a textbook example of institutional communication. Following Donald Trump's disparaging remarks labeling the country as a "shithole," Norway responded with a clever mix of humor and non-confrontational tactics, resulting in millions of dollars' worth of free publicity.
The incident unfolded on October 25 during a rally in Port Huron, Michigan, where Trump vented his frustration at the Scandinavian nation with a blunt statement: "I'm not in love with Norway, frankly. Norway stinks. Norway has turned into a shithole, really."
The former president further added that he did not want Norwegian immigrants in the United States and wished to distance himself from the country.
The root of Trump's ire was the 2026 Nobel Peace Prize, which the Norwegian Nobel Committee awarded on October 9 to South African jurist Navanethem "Navi" Pillay, aged 85, for her human rights work. Trump, who was a candidate but did not receive the award, labeled the decision as "shameful" and an "indelible stain" on Norway, remarking that he had never heard of Pillay.
Norwegian Foreign Minister Espen Barth Eide diplomatically reminded that the Nobel Committee operates independently of the Oslo government. However, the response that captured global attention was different.
On October 29 and 30, Visit Norway, the official tourism agency, launched a campaign with the slogan "Norway makes shithouses great again"—a playful twist on Trump's "Make America Great Again." The campaign featured a guide to Norway's most spectacular public restrooms: award-winning architectural sites situated amid fjords, snow-capped mountains, waterfalls, and Arctic coasts.
Highlighted examples included the Stegastein viewpoint over the Sognefjord, Ureddplassen on the Helgeland coast, the Gulldassen—a golden restroom on the island of Senja—and a solar installation also in the Sognefjord. All are part of Norway's 18 National Tourist Routes.
The move was as smart as it was cost-effective: the agency repurposed material already created for World Toilet Day, celebrated on November 19, making the response a low-cost, high-impact operation. A YouTube video titled "Norwegian Spectacular Public Toilets" garnered thousands of views within hours.
The international media quickly picked up the story. Outlets such as Associated Press, CNN, Bloomberg, France24, and The Irish Times, along with numerous Latin American and European publications, covered the event, generating a surge of spontaneous publicity for Norway's tourist brand.
This episode fits a pattern of Trump's derogatory comments toward allied countries. In January 2018, he was accused of referring to Haiti, El Salvador, and African nations as "shithole countries," while questioning why the U.S. didn't welcome more immigrants from Norway. By 2026, his criticisms extended to Denmark over Greenland and Europe as a whole.
Regarding the Nobel, Trump has long sought the award without success. He was a candidate in 2020, 2021, 2025—when the prize went to Venezuelan María Corina Machado—and in 2026, when the Committee received 287 nominations. Each exclusion prompted him to criticize the process and Norway, the host country.
Pillay herself humorously responded to the news, joking in Nuremberg that she could share the prize with Trump if the audience applauded more loudly.
Frequently Asked Questions about Norway's Viral Campaign
What triggered Norway's viral marketing campaign?
The campaign was triggered by Donald Trump's derogatory remarks about Norway, calling it a "shithole country" during a rally in Michigan.
How did Norway respond to Trump's comments?
Norway's official tourism agency responded with a humorous campaign highlighting its award-winning public restrooms, cleverly playing on Trump's insult.
What was the impact of the campaign?
The campaign received extensive international media coverage, resulting in significant free publicity for Norway's tourism industry.