In the crowded world of tourism campaigns, “Inspired by Iceland” stands out like a puffin in a penguin parade. Initially, launched in 2010 by Promote Iceland, this campaign took the world by storm—or rather, by volcanic eruption—following the infamous Eyjafjallajökull explosion. With clever headlines, quirky video scripts, and a whole lot of Icelandic charm, “Inspired by Iceland” has managed to make Iceland not just a place to visit, but a place to fall in love with. Let’s dive into what makes this campaign so, well, inspiring.
The Campaign Overview
“Inspired by Iceland” isn’t your average tourism campaign. It’s like that quirky friend who always has the best stories and makes you want to pack your bags and join the adventure. Created by Promote Iceland and brought to life by the creative wizards at The Brooklyn Brothers, this campaign aimed to give Iceland’s tourism a boost after the Eyjafjallajökull volcano disrupted travel plans and covered parts of Europe in ash.
Catchy Headlines and Quirky Video Scripts
This campaign isn’t just about pretty pictures of landscapes (though Iceland’s got plenty of those). It’s about connecting with people in a fun, memorable way. Check out some of these snappy headlines and video script snippets:
Headlines:
- “Ask Guðmundur: The World’s First Human Search Engine”
- “Iceland Academy: Learn from the Locals”
- “OutHorse Your Email”
Video Script: “Ask Guðmundur”
Scene 1:
- Narrator: “In Iceland, we’ve got something you won’t find anywhere else…”
- Cut to a local Icelander in a knitted sweater.
- Local Icelander (Guðmundur): “Hi, I’m Guðmundur, your go-to guy for all things Icelandic!”
Scene 2:
- Narrator: “Want to find the best hot springs?”
- Cut to Guðmundur soaking in a steaming hot spring.
- Guðmundur: “This one’s just right. Not too hot, not too cold, and the view is amazing.”
Scene 3:
- Narrator: “Curious about our culinary delights?”
- Cut to Guðmundur at a bustling fish market.
- Guðmundur: “Try the hákarl. It’s a bit of an acquired taste, but hey, when in Iceland…”
Scene 4:
- Narrator: “Got questions? Guðmundur’s got answers.”
- Cut to Guðmundur grinning at the camera.
- Guðmundur: “Ask away! Your Icelandic adventure awaits.”
Who’s the Campaign Targeting?
“Inspired by Iceland” is for everyone who’s ever dreamed of adventure, culture, and jaw-dropping landscapes. The target audience includes:
- Adventure Junkies: Those who live for adrenaline rushes and rugged landscapes.
- Culture Vultures: Folks fascinated by history, art, and quirky local customs.
- Nature Lovers: People who find peace in the great outdoors, from glaciers to geysers.
- Digital Nomads: Modern-day wanderers who want to work remotely in scenic locales.
The Impact: From Obscurity to Stardom
The campaign didn’t just put Iceland back on the map—it made it the star of the show. Here’s a look at its impact:
- Tourist Boom: Visitor numbers skyrocketed, setting new records year after year.
- Global Buzz: Iceland became a hot topic in travel circles and on social media.
- Positive Press: The campaign earned glowing reviews from travel writers and bloggers worldwide.
The Good, the Bad, and the Quirky
Every campaign has its ups and downs. Here’s a quick rundown of the pros and cons of “Inspired by Iceland”:
Pros:
- Creative Genius: The campaign’s unique approach and engaging content were a breath of fresh (Icelandic) air.
- Authenticity: Featuring real locals like Guðmundur made the campaign feel genuine and relatable.
- Wide Appeal: It resonated with a diverse audience, from thrill-seekers to cultural aficionados.
Cons:
- Environmental Concerns: The influx of tourists raised sustainability issues, with worries about the impact on Iceland’s pristine environment.
- Overcrowding: Popular sites sometimes got a bit too popular, leading to congestion and strain on local resources.
Awards and Accolades
“Inspired by Iceland” isn’t just popular—it’s award-winning. Some of the accolades include:
- European Excellence Awards: Best tourism and travel campaign.
- Webby Awards: Recognized for its innovative use of digital media.
- Effie Awards: Celebrated for its effectiveness in marketing.
The Creative Brains: The Brooklyn Brothers
Behind every great campaign is a team of creative geniuses. The Brooklyn Brothers, a global advertising agency known for their out-of-the-box thinking, partnered with Promote Iceland to create this unforgettable campaign. Their combined efforts turned a simple tourism promotion into a cultural phenomenon.
Sources of Inspiration
The essence of “Inspired by Iceland” came from the island’s unique blend of natural wonders, rich history, and the spirited resilience of its people. It’s a campaign that captures the heart and soul of Iceland, inviting the world to experience it firsthand.
Conclusion
“Inspired by Iceland” is more than just a tourism campaign—it’s a love letter to a remarkable country. With its clever headlines, engaging videos, and authentic storytelling, it has successfully positioned Iceland as a top travel destination. Whether you’re looking for adventure, culture, or simply a breathtaking escape, Iceland offers an experience that’s truly inspired.
Honest Reviews 