Presentation by Sveinn Birkir Bjornsson at ETAS15

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

3. Population:
330.000
Capitol:
Reykjavík
Language:
Icelandic
Currency:
Krona
Size (km2):
103.000

4. 1
1
1
3
3
8
9
10
11
13
17
60
142
144
144
144
162
60
132
165
166
60
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

5. EVERY MONTH SINCE JANUARY 2011
HAS BEEN A RECORD BREAKING MONTH FOR
ICELANDIC TOURISM

6. 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

7. Eyjafjallajökull 2010
When 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.

8. Iceland,
April 2010
Projected decrease
in tourism: 22%

9. Government, City of Reykjavik, Icelandair,
Promote Iceland and 80 tourism companies
“Inspire fans of Iceland to tell
their stories to the world”

10. 2008
Marketing
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

11. 2010
Objectives
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

12. Would you recommend Iceland to a friend?

14. 2010 | RESULTS

15. 22.5 million stories
created by fans of Iceland across the world
Source: Agency Analytics and Measurement, May – September 2010

16. 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 Icelandin the future*
* Source: Market and Media Research Ltd. Quantitative: Online Omnibus – August 2010

17. 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

18. 2011 - 2014 | Chapter II

19. 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

20. 0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Visitor Arrivals 2010

21. 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

22. 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.

23. 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

24. MESSAGING AND STORIES
Cultural Adventurous Pure
Creative Sustainable Mysterious

31. TONE OF VOICE
We are authentic We are energizing We are joyful
We are welcoming We are surprising

37. We Say and Do
Things Differently

38. 2011 | Íslander
Created a platform for Icelanders to invite tourists to do something
“Icelandic” with them. 150 invites – 700 accepted.

40. 2012 | Iceland by another name
Created an app that allowed tourists to suggest an alternative name for Iceland
based on their experience of the country. 25.000 name suggestions.

41. 2013 – 2014 | Share the secret
Created a map where we asked Icelanders to show their favorite secret place to
tourists. 200 secrets shared on map – 12.000 using #Icelandsecret hastag

43. 488.622
565.611
672.773
807.349
997.556
-
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

44. 142% increase in off-season visitors compared to 2010
148%
158%
151%
157%
136%
103%
73%
71%
116%
95%
186%
186%
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
INCREASE IN TOURIST NUMBERS 2010 VS 2014 (%)
SOURCE: ICELANDIC TOURIS BOARD

45. 12% more
positive to
Iceland as a
destination
2014 Google‘s
top trending
destination
14% more positive to Iceland as off-season destination
260%increase in
organic search
for Iceland as a
destination

46. 2014 - 2015 | Chapter III

47. 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.

48. Westfjords Reykjavík North South ReykjanesWest East
THE HUMAN SEARCH ENGINE

51. 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

52. TOURISM TODAY THE LARGEST
REVENUE GENERATING INDUSTRY!
2 BILLION €
28% OF EXPORT REVENUE
SOURCE: ICELANDIC TOURIS BOARD

53. 95%
of visitors are satisfied with their trip*
* Winter visitor survey 2014 conducted by the Icelandic Tourist Board

54. 84%
of them are likely to visit again*
* Winter visitor survey 2014 conducted by the Icelandic Tourist Board

56. GUÐMUNDUR HANGOUTS

58. Key learnings: 1
Cooperation

59. Key learnings: 2
Rely on research

60. Key learnings: 3
Build your campaign around a social concept

61. Key learnings: 4
Create quality content

62. Key learnings: 5
Share authentic stories

63. Key learnings: 6
Mind your platform

64. TAKK!
(Thank you)

65. /inspiredbyiceland /icelandinspired #icelandsecret

71. INSPIRED BY ICELAND
For you to be briefed, briefly

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

75. ICELANDIC TOURISM
KEY NUMBERS

77. HOW DO WE REACH THEM?

78. Changes | Marketing Iceland

79. Iceland Airwaves

81. PRESS & INFLUENCER TRIPS