SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez nos Conditions d’utilisation et notre Politique de confidentialité.
SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Björnsson’s winning presentation was unique and full of personality, much like the destination he works to market. “Iceland is not for everyone,” Björnsson said. In fact, in 2010 it was an island with a disjointed tourism marketing structure and a country that was struggling economically. ￼To make matters worse, Eyjafjallajökull, a powerful volcano erupted covering the island in ash and halting air traffic throughout Europe.
Highlights of the presentation are highlighted here in our blog:
•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
2007 | Marketing 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
•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.
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.
-Higher than average usage of internet, mobile and print.
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:
The Friendliest Marketing Campaign Ever!*
* In the world
2011 | Íslander
Link to Íslandervideoshort version: https://vimeo.com/37305477long version (recommended): https://vimeo.com/38434839