GUIDING LIGht IN marketING

GUIDING Light IN marketing
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!
The Enlightened Traveler
Target Audience Conclusions
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.
Integrated Marketing Approach
Stakeholders & Storytellers
Theme Months
messages and stories
creative
adventurous
mysterious
sustainable
pure
cultural
tone of voice
Energizing
Joyful
We positively radiate with adventure and energy
that will renew you.
We are playful, original and free spirited.
The exact opposite of dull, boring and expected.
Welcoming
Surprising
Authentic
We are so very happy to see you and to make you
feel right at home. You could say welcoming
is our second nature.
We are the land of the unexpected. A little wild
on the outside, but warm on the inside.
Let us open your mind and inspire you.
We are true to the spirit and the character of
Iceland. Clear skies or fog, wind or silence, dry or
wet. All are embraced and celebrated equally.
measurements
Icelandic Tourism
Marketing Projects
Tourist numbers
Analysis of websites and coverage
Overnight stays
Website traffic
Attitute research in Iceland among tourists
PR Coverage
Attitute research abroad
Social Media - Impressions & Engagement
Tax-Free refund
Adverts & media coverage
Foreign credit card turnover
Attitute research concerning certain
projects & events
Iceland coverage abroad