The national team played its way to the quarterfinals in the World Cup, and now it's time to act and strike while the iron is hot. Norway has already gained a reputation for being a reliable partner, and the focus on broad sports and a Norway that 'lifts everyone up' strengthens this impression among Americans. ## Do it now Hege Vibeke Barnes, head of Innovation Norway, urges to do it now and strike while the iron is hot. – You have a great door opener to contacts you will follow up. You can talk about the World Cup, about a fine summer. It doesn't have to be perfect. ## A 'once in a lifetime-opportunity' Barnes means that this is a 'once in a lifetime-opportunity' for Norwegian companies to do it now and strike while the iron is hot. – You shouldn't wait until after the holidays, she says. ## Significant international attention Several Norwegian companies have taken advantage of the World Cup fever to gain attention. Barnes highlights Norwegian's name change bet with British Airways, Norrøna's 'Ro!'-ad on Times Square and Hurtigruten's video of the crew rowing. ## Significant international attention Hurtigruten has seen significant international attention during the World Cup, and they have also seen great engagement around their own World Cup-related content in social media. ## Norway got almost two million in organic reach on their rowing videos from their ships.