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ET14 - Inspired by Iceland

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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 - Inspired by Iceland

  1. 1. L’ISLANDE, ICEBREAKER DE DESTINATION ! Daði Guðjónsson
  2. 2. How did we become Inspired by Iceland? Daði Guðjónsson - Manager for interna4onal consumer marke4ng - Promote Iceland
  3. 3. Promote Iceland is a public-private partnership, promoting Iceland internationally for trade, tourism, foreign direct investment, and culture. Visit Iceland is the official destination marketing office. We work effectively on promoting and marketing in cooperation with the tourism industry under the umbrella brand of Inspired by Iceland.
  4. 4. STAKEHOLDERS & STORYTELLERS
  5. 5. 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 WEE K MONTH 3 MONTHS 6 MONTHS YEAR
  6. 6. South Iceland www.south.is East Iceland www.east.is North Iceland www.northiceland.is Westfjords www.westfjords.is West Iceland www.westiceland.is Reykjanes www.reykjanes.is Reykjavik – Capital www.visitreykjavik.is Close Cooperation with Regional Marketing Offices (7)
  7. 7. INTEGRATED MARKETING APPROACH
  8. 8. Building Blocks for Marketing We base all our marketing on a guiding light developed with the tourism industry
  9. 9. Objec4ves 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. Our Guiding Light ICELAND It’s not for everyone. It’s not for those who go where everyone else goes. It’s not for the conserva4ve 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 crea4vity. 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
  11. 11. 2010 Tourism the third largest foreign revenue generating industry Eyjafjallajökull – crisis communication Promote Iceland established
  12. 12. Tourism the third largest foreign revenue generating industry Eyjafjallajökull – crisis communication Promote Iceland established Public Private Partnership in marketing Inspired by Iceland Visitors per year: ≈ 500.0000 Not a whole year industry “Inspire fans of Iceland to tell their stories to the world” 2010
  13. 13. Increase awareness of Iceland as a year-round destination Iceland: Adventures, Pure, Sustainable, Creative, Cultural and Mysterious 2011
  14. 14. Increase awareness of Iceland as a year-round destination Iceland: Adventures, Pure, Sustainable, Creative, Cultural and Mysterious Three airlines flying all year around 20% increase in tourism Employees 11.000 in Icelandic Workforce Tourist Site Protection Fund 2011
  15. 15. Tourism the largest revenue generating industry 20-30% increase in tourism Tourism Task Force Travelling to all regions – Ask Gudmundur 2015
  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. 2016 Foreign Currency Revenue ISK 462 Billion (39%) Employees 25.000 – 14% of the Icelandic workforce Destination Management Program (DMP) Responsible Travel Behavior
  18. 18. 2016
  19. 19. 2017 Sustainability & responsibility Lowest seasonality Growth in all seven regions Happy visitors: ≈ 2.2 m Icelanders: culture & nature
  20. 20. 2017
  21. 21. 2017
  22. 22. 2018 Considerate Travel – Sustainability & responsibility A whole year around industry in most regions New Long Term Destination Strategy 12 airlines all year around (29 summer)
  23. 23. Team Iceland The smallest na4on ever to have made it onto the biggest stage in sports. With a population of only 338,000, we want to build a fan club to give our team the best support possible. This means inviting people across the globe to join us on this incredible adventure. It doesn’t matter where you’re from or what you’re a fan of, there’s a place for you on Team Iceland. Above all, this is a celebration of all that’s good about Iceland. It’s a once-in-a-lifetime opportunity to show the world not just our sport, but our culture, people and traditions. This is a party in the true spirit of Icelanders – inclusive, progressive and fun – and the whole world is invited along for the ride.
  24. 24. LAUNCH IN OCTOBER

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