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

5.
Eyjafjallajökull

6.
The Biggest Marketing Campaign Ever!*
* In Iceland

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.
Would you recommend Iceland to a friend?

9.
Approach in 2010

10.
Results:
27% increase in arrivals over projections

11.
Campaign specific stuff

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.
IntegratedMarketing Approach

14.
Integration
2010
2011-2014

15.
Stakeholders& Storytellers

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.
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.
WE WANT TO:
SAY
Things differently
+
DO
Things differently

19.
The Friendliest Marketing Campaign Ever!*
* In the world
2011 | Íslander

20.
Link to Íslandervideoshort version: https://vimeo.com/37305477long version (recommended): https://vimeo.com/38434839

21.
687
millionimpressions
2011 | Íslander

22.
672.000
Touristsin 2012
2011 | Íslander

23.
The Craziest Marketing Campaign Ever!*
* Says my uncle
2012 | Iceland by Another Name

24.
1.18
Billionimpressions
25.000
Name suggestions
2012 | Iceland by Another Name

25.
781.000 INTERNATIONAL VISITORS 2013
20,7%
Increaseof visitorsfrompreviousyear
5%*
ICELAND
EUROPE
* First eight months of 2013

26.
32% Increasein tourismduringwinter2012 -2013

27.
The Most Secretive Marketing Campaign Ever!*
* Not really
2013 | #Icelandsecret

28.
Link to Share the Secret Video: https://vimeo.com/74244178

29.
COME AND BE INSPIRED …

30.
72.194
129.315
302.900
502.000
781.016
0
100.000
200.000
300.000
400.000
500.000
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900.000
1980
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2013
Number of Tourist to Iceland 1980 -2013

31.
Key
learnings
Social media is serious business

32.
Key learnings
Build your campaign around a social concept.

33.
Key learnings
Use integrated marketing

34.
Key learnings
Create quality content

35.
Key learnings
Be careful with CPC campaigns

36.
DISCOVER ICELAND‘S SECRET AT INSPIREDBYICELAND.COM
/inspiredbyiceland/icelandinspired#icelandsecret