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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...
Link to Video: 
https://vimeo.com/88632174
Eyjafjallajökull
The Biggest Marketing Campaign Ever!* 
* In Iceland
FutureBrands –2010 CountryBrand Index 
2010 | SuccessFactorsfor theFuture 
•Consistentand integratedapproachtocombiningpol...
Would you recommend Iceland to a friend?
Approach in 2010
Results: 
27% increase in arrivals over projections
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-s...
IntegratedMarketing Approach
Integration 
2010 
2011-2014
Stakeholders& Storytellers
The Enlightened Traveler 
Target Audience Conclusions 
Small differences aside, the target audience profile is largely sim...
ICELAND 
It’s not for everyone. It isn’t for those who go where everyone else goes. It’s not for the conservative and expe...
WE WANT TO: 
SAY 
Things differently 
+ 
DO 
Things differently
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 month...
32% Increasein tourismduringwinter2012 -2013
The Most Secretive Marketing Campaign Ever!* 
* Not really 
2013 | #Icelandsecret
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...
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
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
Sveinn Birkir Björnsson:  Inspired by Iceland
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Sveinn Birkir Björnsson: Inspired by Iceland

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:
http://www.sometourism.com/somet14eu-destination-marketing-isnt-everyone/

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Sveinn Birkir Björnsson: Inspired by Iceland

  1. 1. Sveinn Birkir Björnsson Promote Iceland
  2. 2. Trust me, I am a philosopher
  3. 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. 4. Link to Video: https://vimeo.com/88632174
  5. 5. Eyjafjallajökull
  6. 6. The Biggest Marketing Campaign Ever!* * In Iceland
  7. 7. 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
  8. 8. Would you recommend Iceland to a friend?
  9. 9. Approach in 2010
  10. 10. Results: 27% increase in arrivals over projections
  11. 11. Campaign specific stuff
  12. 12. •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
  13. 13. IntegratedMarketing Approach
  14. 14. Integration 2010 2011-2014
  15. 15. Stakeholders& Storytellers
  16. 16. 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.
  17. 17. 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.
  18. 18. WE WANT TO: SAY Things differently + DO Things differently
  19. 19. The Friendliest Marketing Campaign Ever!* * In the world 2011 | Íslander
  20. 20. Link to Íslandervideoshort version: https://vimeo.com/37305477long version (recommended): https://vimeo.com/38434839
  21. 21. 687 millionimpressions 2011 | Íslander
  22. 22. 672.000 Touristsin 2012 2011 | Íslander
  23. 23. The Craziest Marketing Campaign Ever!* * Says my uncle 2012 | Iceland by Another Name
  24. 24. 1.18 Billionimpressions 25.000 Name suggestions 2012 | Iceland by Another Name
  25. 25. 781.000 INTERNATIONAL VISITORS 2013 20,7% Increaseof visitorsfrompreviousyear 5%* ICELAND EUROPE * First eight months of 2013
  26. 26. 32% Increasein tourismduringwinter2012 -2013
  27. 27. The Most Secretive Marketing Campaign Ever!* * Not really 2013 | #Icelandsecret
  28. 28. Link to Share the Secret Video: https://vimeo.com/74244178
  29. 29. COME AND BE INSPIRED …
  30. 30. 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
  31. 31. Key learnings Social media is serious business
  32. 32. Key learnings Build your campaign around a social concept.
  33. 33. Key learnings Use integrated marketing
  34. 34. Key learnings Create quality content
  35. 35. Key learnings Be careful with CPC campaigns
  36. 36. DISCOVER ICELAND‘S SECRET AT INSPIREDBYICELAND.COM /inspiredbyiceland/icelandinspired#icelandsecret

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