sveinn birkir björnsson: inspired by iceland
TRANSCRIPT
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
• Committee on the „Image of Iceland“
2007 | Marketing Iceland
Link to Video: https://vimeo.com/88632174
Eyjafjallajökull
The Biggest
Marketing Campaign
Ever!*
* In Iceland
Future Brands – 2010 Country Brand Index
2010 | Success Factors for the Future
• Consistent and integrated approach to combining political, economic, socialand commercial strategies for stability and growth
• Multidimensional brands going beyond a logo to capture the combined valuesand culture characteristics of a country
• They will have to stretch beyond travel and tourism marketing to embrace theconcept of a country, both as an investment and an asset to be leveraged for competitive advantage
• The nature of a country brand will shift in this context and depend as much on people as ambassadors of values and cultures as it does onspecific places
• Country brands will be mediated more through people’s real experiencesand less through advertising and marketing
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-season about 12% a year.
• To increase commerce from tourists.
Special Objectives 2011-
2014
Integrated Marketing 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:
SAYThings differently
+ DOThings differently
The Friendliest
Marketing
Campaign Ever!*
* In the world
2011 | Íslander
Link to Íslander video
short version: https://vimeo.com/37305477
long version (recommended): https://vimeo.com/38434839
687 million impressions
2011 | Íslander
672.000
Tourists in 2012
2011 | Íslander
The Craziest
Marketing
Campaign Ever!*
* Says my uncle
2012 | Iceland by Another Name
1.18
Billion impressions
25.000
Name suggestions
2012 | Iceland by Another Name
781.000 INTERNATIONAL VISITORS 2013
20,7%Increase of
visitorsfrom
previousyear
5%*
ICELAND EUROPE* First eight months of 2013
32% Increase in
tourism during
winter 2012 - 2013
The Most Secretive
Marketing Campaign
Ever!*
* Not really
2013 | #Icelandsecret
COME AND BE INSPIRED …
72.194129.315
302.900
502.000
781.016
0
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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