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Business Iceland
Business Iceland

Destination Iceland

This marketing initiative was established to counteract the effects of the COVID-19 virus on Icelandic tourism. As soon as interest in travels resume, we want to be able move quickly to re-ignite interest in Iceland as a destination during a very competitive time. The concept and strategy should encourage people to visit Iceland and help regain confidence in foreign markets that it is safe to travel to Iceland.

This integrated marketing initiative is based on a contract between The Ministry for Industries and Innovation and Business Iceland to market Iceland as a travel destination.

Check out some of the campaign´s measures here below.

Joyscroll the negativity away

Here people are encouraged to reject the negative trend of Doomscrolling and instead Joyscroll. Visitors to the Joyscroll website can enjoy scrolling through 22.7m (75ft) of a variety of calming, cleansing and engaging content including a steamy, Icelandic lagoon or relaxing to the mane of an Icelandic horse, blowing blissfully in the wind.

Joyscroll the negativity away

Let it all out

Iceland invites the world to let out their frustrations into Iceland's vast and beautiful landscapes to relieve tensions and feel renewed. Inspired by the practice of scream therapy, Let It Out captured screams, yells and shouts from anyone, anywhere in the world and released them through speakers located in seven stunning and remote locations across the island.

Let it all out

Looks like you need Iceland

Tourists are encouraged to to consider Iceland as their next travel destination. This included the message that Iceland - with its beautiful nature and vast spaces - is perhaps the perfect place to visit to regain strength for your body and soul, following the demanding times during the 'Covid winter'.

Looks like you need Iceland