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ET14 - F1 - L'Islande en profondeur

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Intervention réalisée lors des 14èmes Rencontres Nationales du etourisme, à Pau, les 10 et 11 octobre 2018. #ET14

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ET14 - F1 - L'Islande en profondeur

  1. 1. F1 : L’ISLANDE EN PROFONDEUR LUDOVIC DUBLANCHET #DUBLANCHET/AGITATEURS DADI GUDJONSSON ICELAND
  2. 2. Inspired by Iceland Marketing Iceland Tourism Daði Guðjónsson - Manager for international consumer marketing - Promote Iceland
  3. 3. EYJAFJALLAJÖKULL
  4. 4. Government, City of Reykjavik, Icelandair, Promote Iceland and 80 tourism companies
  5. 5. 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
  6. 6. Would you recommend Iceland to a friend?
  7. 7. STAKEHOLDERS & STORYTELLERS
  8. 8. INTEGRATED MARKETING APPROACH
  9. 9. Objectives for Icelandic tourism Decrease seasonality in every region for Icelandic tourism Increase commerce from tourists Increase awareness of Iceland as a year-round destination 1 2 3 4 Inspire responsible travel behavior and maintain positive visitor experience Maintain positive attitude towards tourism in Iceland 5
  10. 10. We Say and Do Things Differently 2010 I Iceland Inspires 2011 I Iceland Invitations 2012 I Iceland by Another Name 2013 I Share the Secret 2014 I Secret Tour 2015 I Ask Gudmundur 2016 I Iceland Academy 2017 I Icelandic Pledge 2017 I A-Ö of Iceland 2018 I Team Iceland
  11. 11. WORKING WITH STAKEHOLDERS IN ICELAND TOURISM Division & Team Board Meetings Marketing Meetings Regional Marketing Offices Advisory Boards Information Meetings in all Regions Joint Strategy Meetings Government WEEK MONTH 3 MONTHS 6 MONTHS YEAR
  12. 12. HOW WE MAKE CAMPAIGNS WITH STAKEHOLDERS Strategy meeting with stakeholders Creative idea Strategy and targets “Playbook” and execution Board meetings & marketing meetings Monitoring and follow-up
  13. 13. How to inspire visitors to travel further? - Ask Gudmundur
  14. 14. DECLINING GROWTH IN THE REGIONS SOURCE: STATISTICS ICELAND BEDNIGHT % GROWTH YOY IN THE REGIONS OF ICELAND (2012-2014) 0% 5% 10% 15% 20% 25% 30% 35% 40% 2012 2013 2014 Regions
  15. 15. CAPITAL GROWTH ECLIPSING THE REGIONS BEDNIGHT GROWTH % YOY COMPARISON IN THE REGIONS VS. CAPITAL AREA (2014) -15% -10% -5% 0% 5% 10% 15% 20% South & Southwest West & Westfjords North East SOURCE: STATISTICS ICELAND
  16. 16. 2015 THE HUMAN SEARCH ENGINE When you want answers, you usually use a search engine. But why ask a computer when you can ask a human?
  17. 17. MAIN GOALS: 1) AWARENESS 2) ENGAGEMENT 3) INSPIRE ASK GUÐMUNDUR DIGITAL ECOSYSTEM Use ‘hero’ videos on YouTube and Facebook to create awareness about the campaign and concept and fuel users to engage Hero content aims to fuel users to ask Guðmundur questions and learn more about Iceland Guðmundur gives meaningful and entertaining answers that inspires people to visit Iceland PLATFORMS: SUPPORT: HUBS: 41
  18. 18. ASK GUÐMUNDUR: RESULTS (SCOPE) 446M IMPRESSIONS DELIVERED THROUGH OUTREACH 52M UNIQUE REACH DELIVERED 1.2B ISK VALUE CREATED THROUGH OUTREACH 679 ARTICLES GENERATED 7M TOTAL VIDEO VIEWS
  19. 19. 98.4% positive sentiment ASK GUDMUNDUR
  20. 20. Gudmundur drives 38.6% uplift in consideration 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Viewers Non-Viewers UPLIFT IN CONSIDERATION % FOR VIEWERS COMPARED TO NON-VIEWERS + 38.6% ASK GUDMUNDUR SOURCE: GOOGLE BRAND LIFT SURVEY
  21. 21. ASK GUDMUNDUR INCREASE OF 164% ON THE SEARCH TERM “ICELAND” 400% AVERAGE INCREASE IN FOCUS MARKETS ON BRAND, PRODUCT AND CREATIVE TERMS.**
  22. 22. ASK GUÐMUNDUR: ÁRANGUR (VIÐBRÖGÐ) Google made a case study!
  23. 23. 0% 5% 10% 15% 20% 25% 30% 35% 40% 2012 2013 2014 2015 2012 2013 2014 2015 + 21% GREATER THAN ESTIMATED BEDNIGHT % GROWTH YOY IN THE REGIONS (2012-2015) 30% ACTUAL ICELAND TOURISM 2015 2015: BEDNIGHT GROWTH DOUBLED IN THE REGIONS
  24. 24. -15% -5% 5% 15% 25% 35% 45% South & Southwest West & Westfjords North East 2014 Growth 2015 Growth + 408%+ 200% + 280% HOTEL BEDNIGHT GROWTH % YOY COMPARISON IN THE REGIONS VS. CAPITAL AREA (2014-2015) ICELAND TOURISM 2015 2015: ALL REGIONS TOURISM GROWTH INCREASED BY AT LEAST 200%.
  25. 25. The growing need for responsible tourism - The world’s first tourism academy
  26. 26. 2016
  27. 27. Culture 1. Grow quality tourism in culture.   Behaviour 2. Educate tourists to behave responsibly in Iceland.   Commercial 3. Increase consideration of Iceland. Objectives
  28. 28. “The best lessons aren’t lessons.” THE OPPORTUNITY
  29. 29. CONVENTIONAL TOURISM MARKETING APPROACH AD-LED ROLE PROMOTE COUNTRY LEAD MEDIA PAID MEDIA THE ICELAND ACADEMY MODEL APPROACH ROLE LEAD MEDIA ENTERTAINMENT-LED TEACH TOURISTS PR&SOCIAL OWNED & EARNED MEDIA APPROACH
  30. 30. CONCEPT In 2016, we formed a special team of Icelandic tutors called ‘Iceland Academy’. The aim is to help to enlighten tourists on how they can experience the best food, nature, culture, adventure, relaxation and wellbeing that Iceland has to offer in a safe and responsible way.
  31. 31. 8 Icelanders who represent the diversity of Icelandic culture and who have a passion to share their knowledge with visitors. We created a series of fun online videos that teach tourists how to enjoy Iceland at its best, to get the most from their visit, safely and responsibly. THE TUTORS 7
  32. 32. APPROACH TEACH TEST TELL #ICELANDACADEMY Users get rewarded for “class attendance” and engaging with Iceland Academy
  33. 33. A-Ö of Iceland, the Icelandic equivalent of an A-Z guide, which uses the 32 letters of the Icelandic alphabet, ending in ‘Ö’. The aim of the initiative is to harness the uniqueness of the Icelandic language to highlight the diversity and breadth of Iceland and to encourage visitors to go further and learn more. The A to Ö of Iceland
  34. 34. Create engagement with an over-targeted audience Our target group “The Fun-loving Globetrotter” is one of the most over-targeted audiences on the planet. They are constantly becoming more ad avoiding so creating a promotional message that sparks interest is getting harder each year. THE CHALLENGE
  35. 35. We’ve heard repeatedly from tourists that the Icelandic language is notoriously difficult to learn, so why not use that challenge in a fun way - Let’s get people to learn about the A - Ö of Iceland by challenging them to take part in the world’s hardest karaoke song, a musical journey across the country. The hardest Karaoke song in the world THE CREATIVE IDEA
  36. 36. PR, earned and owned media formed the heart of the campaign driving momentum with paid media being used to amplify our most successful stories.   Our target group is called “The Fun-loving Globetrotter” who lives in cities in UK, Germany, France, Nordic countries and North America. They are active travelers who travel all year round, seek out new and exciting destination, want to connect to the local culture and are respectful of nature and the environment. Launch approach A-Ö OF ICELAND
  37. 37. Between October and December 2017 we released a variety of tailored Facebook, Twitter, YouTube and Instagram content to educate and inspired our audience.   On Oct 9th 2017 we pushed “The Hardest Karaoke film” out across all owned channels announcing the new campaign. We also introduced another film showing a few tourists attempting to sing the karaoke song and encouraging others to have a go for themselves. Implementation
  38. 38. Results Oct-Dec 2017
  39. 39. 437 articles published in media with 97M unique reach (pr+social)
  40. 40. “The nation’s Mother Tongue requires an oral dexterity few outside the northern European island are blessed with... But that hasn’t stopped the Icelandic tourist board from encouraging visitors to learn a few choice words in a new promotional music video” - The Daily Telegraph (98M monthly unique users) “Even if you’ve explored Snæfellsjökull, you may struggle with the latest challenge for tourists in Iceland!” - Lonely planet (13M monthly unique users) Iceland, the country known to many as home of “that volcano whose name I can’t pronounce”, is pretty good at playing to its quirks. -  The Guardian (125M monthly unique users) Icelanders have a sense of humor and they prove it with this campaign - Le Figaro – Madame (58M monthly unique users: )
  41. 41. ROI 14 : 1 in earned media value (£8M)
  42. 42. “Aaaannd now it’s gonna be stuck in my head forever.” Jaco Van Der Walt “I just learned more Icelandic in those 3 minutes than in a year and a half.” Ryan Christopher Connolly “I love this! Great way to learn the pronunciation and language. Awesome!!” Lillian Morris “Love this video! Can’t stop listening to the song now.” Nicolas Duclos “Genius. Five hours later and I’m still humming the tune.” Tom Bullock And the world joined in! In our first month we reached over 13M people on our social channels. Tweets and comments across Twitter, Facebook and YouTube were overwhelmingly positive with people truly engaging with the content and responding in an emotional way. We achieved over 70 thousand engagements on our launch content in the first three days of the campaign.
  43. 43. 8M COMBINED VIDEO VIEWS (FACEBOOK, TWITTER & YOUTUBE – 71% AVG VIEW DURATION)
  44. 44. 170K SONG PLAYS ON SPOTIFY
  45. 45. #SingIceland
  46. 46. Media social support Conde Nast Traveller created their own video explaining the karaoke song. 150k views 711 likes 337 comments 166 shares
  47. 47. Icelandic social support
  48. 48. Learnings
  49. 49. #1: The best lessons, aren’t lessons
  50. 50. #2: Be personal
  51. 51. #3: Be responsible and authentic
  52. 52. #4: Have a long-term focus
  53. 53. #5: Collaborate with stakeholders
  54. 54. LAUNCH IN OCTOBER

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