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Business Iceland
Business Iceland
17. August 2021

Business Iceland to lead a marketing initiative for the creative industries

Business Iceland to lead a marketing initiative for the creative industries
The goal of this new marketing initiative is to raise greater awareness of Icelandic arts and creative industries in foreign markets.

A new marketing initiative for the creative industry in Iceland launched on 10 August. The goal is to raise greater awareness of Icelandic arts and creative industries in foreign markets. Efforts to attract more attention from international professionals in the arts and creative sectors of Iceland's dynamic offerings will be the primary focus, as well as to promote Icelandic artists and creative endeavors abroad. 

The initiative is a joint project between Business Iceland and the government of Iceland working in close collaboration with the creative art centers and other professionals in creative industries.  

For the first phase, ninety million ISK (715,000 USD) will fund the project annually through 2025, resulting in a total investment of approximately 450 million ISK (3.5 million USD). Business Iceland will contribute half of the budget. The Ministry of Education, Science and Culture, the Ministry of Foreign Affairs, and the Ministry of Industries and Innovation will provide the remainder. In addition to the financial contribution, Business Iceland will cover the costs of hosting and implementing the project, providing staff and support services.   

Creative Iceland will increase Iceland's impact in promotional work abroad and open up opportunities to tackle larger projects than before by streamlining resources and using its network of partners. Pétur Þ. Óskarsson, director of Business Iceland, says that arts, culture, and creative industries are essential to representing so many aspects of society. 

"Naturally, arts and the creative sector have value in themselves. Additionally, they contribute to the image and attitude towards Iceland as a destination and are a strong export industry. It's an exciting time to realize the opportunities for Iceland's diverse arts scene and creative individuals. The sector is ready to increase exports and enrich our humanity through creativity in all its forms." 

Iceland's first creative industry marketing initiative will launch outside Iceland to promote Icelandic music, art, literature, films, performing arts, design and architecture. 


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