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Inspired by Iceland

Presentation by Sveinn Birkir Bjornsson at ETAS15

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Inspired by Iceland

  1. 1. INSPIRED BY ICELAND Sveinn Birkir Björnsson | Digital Manager | Promote Iceland | @sveinnbirkir
  2. 2. Population: 330.000 Capitol: Reykjavík Language: Icelandic Currency: Krona Size (km2): 103.000
  3. 3. 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
  4. 4. EVERY MONTH SINCE JANUARY 2011 HAS BEEN A RECORD BREAKING MONTH FOR ICELANDIC TOURISM
  5. 5. 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
  6. 6. 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.
  7. 7. Iceland, April 2010 Projected decrease in tourism: 22%
  8. 8. Government, City of Reykjavik, Icelandair, Promote Iceland and 80 tourism companies “Inspire fans of Iceland to tell their stories to the world”
  9. 9. 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
  10. 10. 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
  11. 11. Would you recommend Iceland to a friend?
  12. 12. 2010 | RESULTS
  13. 13. 22.5 million stories created by fans of Iceland across the world Source: Agency Analytics and Measurement, May – September 2010
  14. 14. 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
  15. 15. 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
  16. 16. 2011 - 2014 | Chapter II
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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.
  21. 21. 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
  22. 22. MESSAGING AND STORIES Cultural Adventurous Pure Creative Sustainable Mysterious
  23. 23. TONE OF VOICE We are authentic We are energizing We are joyful We are welcoming We are surprising
  24. 24. We Say and Do Things Differently
  25. 25. 2011 | Íslander Created a platform for Icelanders to invite tourists to do something “Icelandic” with them. 150 invites – 700 accepted.
  26. 26. 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.
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 2014 - 2015 | Chapter III
  32. 32. 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.
  33. 33. Westfjords Reykjavík North South ReykjanesWest East THE HUMAN SEARCH ENGINE
  34. 34. 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
  35. 35. TOURISM TODAY THE LARGEST REVENUE GENERATING INDUSTRY! 2 BILLION € 28% OF EXPORT REVENUE SOURCE: ICELANDIC TOURIS BOARD
  36. 36. 95% of visitors are satisfied with their trip* * Winter visitor survey 2014 conducted by the Icelandic Tourist Board
  37. 37. 84% of them are likely to visit again* * Winter visitor survey 2014 conducted by the Icelandic Tourist Board
  38. 38. GUÐMUNDUR HANGOUTS
  39. 39. Key learnings: 1 Cooperation
  40. 40. Key learnings: 2 Rely on research
  41. 41. Key learnings: 3 Build your campaign around a social concept
  42. 42. Key learnings: 4 Create quality content
  43. 43. Key learnings: 5 Share authentic stories
  44. 44. Key learnings: 6 Mind your platform
  45. 45. TAKK! (Thank you)
  46. 46. /inspiredbyiceland /icelandinspired #icelandsecret
  47. 47. INSPIRED BY ICELAND For you to be briefed, briefly
  48. 48. INSPIRED BY ICELAND Sveinn Birkir Björnsson| Director, Tourism & Creative industries | Promote Iceland
  49. 49. ICELANDIC TOURISM KEY NUMBERS
  50. 50. HOW DO WE REACH THEM?
  51. 51. Changes | Marketing Iceland
  52. 52. Iceland Airwaves
  53. 53. PRESS & INFLUENCER TRIPS

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