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/

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

7. Eyjafjallajökull

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?

13. Approach in 2010

14. Results:
27% increase in arrivals over projections

16. Campaign specific stuff

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

18. IntegratedMarketing Approach

19. Integration
2010
2011-2014

20. Stakeholders& Storytellers

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

27. 687
millionimpressions
2011 | Íslander

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

32. 32% Increasein tourismduringwinter2012 -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
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1980
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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