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Sveinn Birkir Björnsson 
Promote Iceland
Trust me, I am a philosopher
•Nature was the main attraction 
•Many logos, many brands promoting Iceland 
•No platform for cooperation and conversation 
•No cooperation between industries 
•Different messages between markets 
•Little market research 
•Committeeonthe„Imageof Iceland“ 
2007 | Marketing Iceland
Link to Video: 
https://vimeo.com/88632174
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Eyjafjallajökull
Sveinn Birkir Björnsson:  Inspired by Iceland
The Biggest Marketing Campaign Ever!* 
* In Iceland
FutureBrands –2010 CountryBrand Index 
2010 | SuccessFactorsfor theFuture 
•Consistentand integratedapproachtocombiningpolitical, economic, socialand commercialstrategiesfor stabilityand growth 
•Multidimensionalbrands goingbeyonda logotocapturethecombinedvaluesand culturecharacteristicsof a country 
•Theywillhavetostretchbeyondtraveland tourismmarketing toembracetheconceptof a country, bothas an investmentand an asset tobeleveragedfor competitiveadvantage 
•Thenatureof a countrybrand willshiftin thiscontextand dependas muchonpeopleas ambassadors of valuesand culturesas it does onspecificplaces 
•Countrybrands willbemediatedmorethroughpeople’sreal experiencesand less throughadvertisingand marketing
Would you recommend Iceland to a friend?
Sveinn Birkir Björnsson:  Inspired by Iceland
Approach in 2010
Results: 
27% increase in arrivals over projections
Sveinn Birkir Björnsson:  Inspired by Iceland
Campaign specific stuff
•To strengthen the image of Iceland as a destination for all-year round. 
•To increase the number of tourists in the off-season about 12% a year. 
•To increase commerce from tourists. 
SpecialObjectives2011- 2014
IntegratedMarketing Approach
Integration 
2010 
2011-2014
Stakeholders& Storytellers
The Enlightened Traveler 
Target Audience Conclusions 
Small differences aside, the target audience profile is largely similar across markets. ‘The Enlightened Traveler’ is characterized by: 
-Being between 20 and 65 years old, with a weighting towards both the younger and the older end. 
-Between the years of 30-45, many have children and travel less and less adventurous. 
-A higher than average education. 
-A higher than average income. 
-Having an urban profile. 
-Media consumption 
-Higher than average usage of internet, mobile and print.
ICELAND 
It’s not for everyone. It isn’t for those who go where everyone else goes. It’s not for the conservative and expected traveler. It’s for those who travel the world to experience something different, to come back with stories to tell. The stories of Iceland don’t stop as winter comes. They get even more adventurous and more magical, 365 days a year. So welcome! To all those who travel with the spirit of adventure, exploring and creativity. It may not be the first place you think of travelling to this winter, but it’ll be the first place you tell your friends about. Come and be inspired by Iceland.
WE WANT TO: 
SAY 
Things differently 
+ 
DO 
Things differently
Sveinn Birkir Björnsson:  Inspired by Iceland
The Friendliest Marketing Campaign Ever!* 
* In the world 
2011 | Íslander
Link to Íslandervideoshort version: https://vimeo.com/37305477long version (recommended): https://vimeo.com/38434839
687 
millionimpressions 
2011 | Íslander
672.000 
Touristsin 2012 
2011 | Íslander
The Craziest Marketing Campaign Ever!* 
* Says my uncle 
2012 | Iceland by Another Name
1.18 
Billionimpressions 
25.000 
Name suggestions 
2012 | Iceland by Another Name
781.000 INTERNATIONAL VISITORS 2013 
20,7% 
Increaseof visitorsfrompreviousyear 
5%* 
ICELAND 
EUROPE 
* First eight months of 2013
32% Increasein tourismduringwinter2012 -2013
Sveinn Birkir Björnsson:  Inspired by Iceland
The Most Secretive Marketing Campaign Ever!* 
* Not really 
2013 | #Icelandsecret
Sveinn Birkir Björnsson:  Inspired by Iceland
Link to Share the Secret Video: https://vimeo.com/74244178
COME AND BE INSPIRED …
72.194 
129.315 
302.900 
502.000 
781.016 
0 
100.000 
200.000 
300.000 
400.000 
500.000 
600.000 
700.000 
800.000 
900.000 
1980 
1981 
1982 
1983 
1984 
1985 
1986 
1987 
1988 
1989 
1990 
1991 
1992 
1993 
1994 
1995 
1996 
1997 
1998 
1999 
2000 
2001 
2002 
2003 
2004 
2005 
2006 
2007 
2008 
2009 
2010 
2011 
2012 
2013 
Number of Tourist to Iceland 1980 -2013
Key 
learnings 
Social media is serious business
Key learnings 
Build your campaign around a social concept.
Key learnings 
Use integrated marketing
Key learnings 
Create quality content
Key learnings 
Be careful with CPC campaigns
DISCOVER ICELAND‘S SECRET AT INSPIREDBYICELAND.COM 
/inspiredbyiceland/icelandinspired#icelandsecret

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Sveinn Birkir Björnsson: Inspired by Iceland

  • 1. Sveinn Birkir Björnsson Promote Iceland
  • 2. Trust me, I am a philosopher
  • 3. •Nature was the main attraction •Many logos, many brands promoting Iceland •No platform for cooperation and conversation •No cooperation between industries •Different messages between markets •Little market research •Committeeonthe„Imageof Iceland“ 2007 | Marketing Iceland
  • 4. Link to Video: https://vimeo.com/88632174
  • 9. The Biggest Marketing Campaign Ever!* * In Iceland
  • 10. FutureBrands –2010 CountryBrand Index 2010 | SuccessFactorsfor theFuture •Consistentand integratedapproachtocombiningpolitical, economic, socialand commercialstrategiesfor stabilityand growth •Multidimensionalbrands goingbeyonda logotocapturethecombinedvaluesand culturecharacteristicsof a country •Theywillhavetostretchbeyondtraveland tourismmarketing toembracetheconceptof a country, bothas an investmentand an asset tobeleveragedfor competitiveadvantage •Thenatureof a countrybrand willshiftin thiscontextand dependas muchonpeopleas ambassadors of valuesand culturesas it does onspecificplaces •Countrybrands willbemediatedmorethroughpeople’sreal experiencesand less throughadvertisingand marketing
  • 11. Would you recommend Iceland to a friend?
  • 14. Results: 27% increase in arrivals over projections
  • 17. •To strengthen the image of Iceland as a destination for all-year round. •To increase the number of tourists in the off-season about 12% a year. •To increase commerce from tourists. SpecialObjectives2011- 2014
  • 21. The Enlightened Traveler Target Audience Conclusions Small differences aside, the target audience profile is largely similar across markets. ‘The Enlightened Traveler’ is characterized by: -Being between 20 and 65 years old, with a weighting towards both the younger and the older end. -Between the years of 30-45, many have children and travel less and less adventurous. -A higher than average education. -A higher than average income. -Having an urban profile. -Media consumption -Higher than average usage of internet, mobile and print.
  • 22. ICELAND It’s not for everyone. It isn’t for those who go where everyone else goes. It’s not for the conservative and expected traveler. It’s for those who travel the world to experience something different, to come back with stories to tell. The stories of Iceland don’t stop as winter comes. They get even more adventurous and more magical, 365 days a year. So welcome! To all those who travel with the spirit of adventure, exploring and creativity. It may not be the first place you think of travelling to this winter, but it’ll be the first place you tell your friends about. Come and be inspired by Iceland.
  • 23. WE WANT TO: SAY Things differently + DO Things differently
  • 25. The Friendliest Marketing Campaign Ever!* * In the world 2011 | Íslander
  • 26. Link to Íslandervideoshort version: https://vimeo.com/37305477long version (recommended): https://vimeo.com/38434839
  • 28. 672.000 Touristsin 2012 2011 | Íslander
  • 29. The Craziest Marketing Campaign Ever!* * Says my uncle 2012 | Iceland by Another Name
  • 30. 1.18 Billionimpressions 25.000 Name suggestions 2012 | Iceland by Another Name
  • 31. 781.000 INTERNATIONAL VISITORS 2013 20,7% Increaseof visitorsfrompreviousyear 5%* ICELAND EUROPE * First eight months of 2013
  • 34. The Most Secretive Marketing Campaign Ever!* * Not really 2013 | #Icelandsecret
  • 36. Link to Share the Secret Video: https://vimeo.com/74244178
  • 37. COME AND BE INSPIRED …
  • 38. 72.194 129.315 302.900 502.000 781.016 0 100.000 200.000 300.000 400.000 500.000 600.000 700.000 800.000 900.000 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Number of Tourist to Iceland 1980 -2013
  • 39. Key learnings Social media is serious business
  • 40. Key learnings Build your campaign around a social concept.
  • 41. Key learnings Use integrated marketing
  • 42. Key learnings Create quality content
  • 43. Key learnings Be careful with CPC campaigns
  • 44. DISCOVER ICELAND‘S SECRET AT INSPIREDBYICELAND.COM /inspiredbyiceland/icelandinspired#icelandsecret