INSPIRED BY ICELAND Sveinn Birkir Björnsson | Digital Manager | Promote Iceland | @sveinnbirkir

Population:

330.000

Capitol:

ReykjavíkLanguage:

Icelandic

Currency:

Krona

Size (km2):

103.000

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Gender Equality (WEForum)

Internet Users (WEForum)

Global Peace Index (IEP)

Social Progress Index (SPI)

Democracy Index (The Economist)

Media Freedom (Freedom House)

Better Life Index (OECD)

Health and Higher Education (WEForum)

Prosperity Index (Legatum)

Human Development (UN)

Environmental Performance Index (Yale)

Iceland at a glance

EVERY MONTH SINCE JANUARY 2011HAS BEEN A RECORD BREAKING MONTH FOR

ICELANDIC TOURISM

0

200000

400000

600000

800000

1000000

1200000

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Number of toursts via KEF Int. Airport 2003 - 2014

Eyjafjallajökull 2010When the Eyjafjallajokull volcano exploded on 14th April, 2010, Iceland’s economy was already struggling in the wake of the 2008 financial crash.

The ash cloud thrown up by the volcano threatened to damage the country’s important tourist trade in a storm of negative publicity. Negative sentiment towards the country in key tourist sources went from 19% three days after the explosion to 72% in just seven days.

In the three weeks after the explosion, tourist volumes fell 30%, continuing into May. The peak season runs from May to September, when 55% of tourists visit. The government predicted a 22% decline in tourist volumes, equating to a £180m revenue shortfall for the economy.

Iceland, April 2010

Projected decrease in tourism: 22%

Government, City of Reykjavik, Icelandair,

Promote Iceland and 80 tourism companies

“Inspire fans of Iceland to tell

their stories to the world”

2008Marketing

Iceland

• Nature most visible in marketing material

• Different brands – many logos, many brands promoting Iceland

• No platform for cooperation and conversation

• No cooperation between industries

• Different messages between markets

• Limited market research

2010Objectives

Objectives focused on using “people power“ to

reverse the story being told in the media of

Iceland as a “disaster area“ when only a small part of the country was

being affected by the ongoing eruption.

Business: Reverse the decline in tourism numbers

Attitude:Tackle the rumors head-on and affect people’s perceptions

Behavioral:Inspire people to tell positive stories about Iceland

Would you recommend Iceland to a friend?

2010 | RESULTS

22.5 million storiescreated by fans of Iceland across the world

Source: Agency Analytics and Measurement, May – September 2010

Beyond the stories, we saw a massive shift in perceptions towards the country, tracking showed that in the UK people

were 39% more positive towards

Iceland, whilst the Germans were 33% and the Danish 23% more likely to travel to Iceland in the future*

* Source: Market and Media Research Ltd. Quantitative: Online Omnibus – August 2010

In the 6 months from the start of the campaign

tourist numbers were up 27% above forecast,

adding a vital £138.7m to the Icelandic economy

2011 - 2014 | Chapter II

After the success of the first

campaign, participants were

happy enough with the results

that it was decided to continue

the public/private cooperation

and focus on increasing tourism

in the off season. That is, to

decrease seasonality and try to

create more jobs all year around

for the tourism.

2011-2014

Iceland –all year round

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30.000

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Visitor Arrivals 2010

OBJECTIVES FOR INSPIRED BY ICELAND

1 2

Decrease seasonality

in Icelandic tourism

Increase commerce from touristm

Increase awareness of Iceland as a year-round destination

3

GUIDING LIGHT

IN MARKETING:

Iceland

It’s not for everyone.

It’s not 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

and secrets to share.

The stories of Iceland don’t stop as winter comes.

Every season, and in every region, Iceland offers secrets

to the adventurous and enlightened traveler.

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 season, but it’ll be

the first place you tell your friends about.

Come and be inspired by Iceland.

The

“Enlightened tourist”target group is defined by the following:

Between 20 and 65 years old

• Urban profile

• Above average education

• Above average income

• Above average consumtpiton of internet, mobiles and media

People that do not want to follow the herd

• Want to travel independently

• Interest in culture, ideas and lifestyle of other people.

People that want to travel to new and exciting destinations

• Want to go on vacation during winter time

• Are open to new experiences

• Seek new challenges

• Are ready to share their experience with others

MESSAGING AND STORIES

Cultural Adventurous Pure

Creative Sustainable Mysterious

TONE OF VOICE

We are authentic We are energizing We are joyful

We are welcoming We are surprising

We Say and Do Things Differently

2011 | ÍslanderCreated a platform for Icelanders to invite tourists to do something

“Icelandic” with them. 150 invites – 700 accepted.

2012 | Iceland by another nameCreated an app that allowed tourists to suggest an alternative name for Iceland

based on their experience of the country. 25.000 name suggestions.

2013 – 2014 | Share the secretCreated a map where we asked Icelanders to show their favorite secret place to

tourists. 200 secrets shared on map – 12.000 using #Icelandsecret hastag

488.622

565.611

672.773

807.349

997.556

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200.000

400.000

600.000

800.000

1.000.000

1.200.000

2010 2011 2012 2013 2014

Number of Tourist to Iceland

104% increase in visitors compared to 2010

SOURCE: ICELANDIC TOURIS BOARD

142% increase in off-season visitors compared to 2010

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8%

15

8%

15

1%

15

7%

13

6%

10

3%

73

%

71

%

11

6%

95

%

18

6%

18

6%

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

INCREASE IN TOURIST NUMBERS 2010 VS 2014 (%)

SOURCE: ICELANDIC TOURIS BOARD

12% more

positive to

Iceland as a destination

2014 Google‘s

top trendingdestination

14% more positive to Iceland as off-season destination

260% increase in

organic searchfor Iceland as a

destination

2014 - 2015 | Chapter III

ASK GUÐMUNDUR - THE IDEA

When you want answers, you usually use a search engine. But why ask a computer when you can ask a human?

Iceland is going to create the world’s first human search engine. So now when you have a question about Iceland’s secrets, just Ask Guðmundur.

We’ll cast male and female Guðmundurs from across the 7 regions of Iceland.

Because our search engine is human, it can act in a human way. Guðmundur doesn’t have to answer every question, or always give instant answers. But being human, Guðmundur can also go way beyond the traditional search engine.

So don’t just ask a machine, Ask Guðmundur – the human, quirky and decidedly Icelandic search engine.

Westfjords Reykjavík North South ReykjanesWest East

THE HUMAN SEARCH ENGINE

INTEREST FOR ICELAND

Users searched for “Iceland” on Google.com 164% more because they were exposed to the campaign, compared to users who weren’t exposed.

164%

GOOGLE BRAND LIFT SURVEY

TOURISM TODAY THE LARGEST

REVENUE GENERATING INDUSTRY!

2 BILLION €28% OF EXPORT REVENUE

SOURCE: ICELANDIC TOURIS BOARD

95%of visitors are satisfied with their trip*

* Winter visitor survey 2014 conducted by the Icelandic Tourist Board

84%of them are likely to visit again*

* Winter visitor survey 2014 conducted by the Icelandic Tourist Board

GUÐMUNDUR HANGOUTS

Key learnings: 1

Cooperation

Key learnings: 2

Rely on research

Key learnings: 3

Build your campaign around a social concept

Key learnings: 4

Create quality content

Key learnings: 5

Share authentic stories

Key learnings: 6

Mind your platform

TAKK!(Thank you)

/inspiredbyiceland /icelandinspired #icelandsecret

INSPIRED BY ICELANDFor you to be briefed, briefly

INSPIRED BY ICELAND Sveinn Birkir Björnsson| Director, Tourism & Creative industries | Promote Iceland

ICELANDIC TOURISMKEY NUMBERS

HOW DO WE REACH THEM?

Changes | Marketing Iceland

Iceland Airwaves

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