Business Iceland's marketing campaign Looks Like You Need To Let It Out won gold EFFIE awards in three categories on 30 September. The Effie Award is one of the most prestigious marketing awards. It is presented to campaigns that have demonstrated outstanding results.
The campaign was nominated for awards in three categories: Travel & Tourism, David vs. Goliath, and Small Budgets - Services, and won first prize in all of them. The campaign was carried out on behalf of Business Iceland by the Peel advertising agency in Iceland and the multinational agency M&C Saatchi.
Business Iceland launched the Let it Out marketing campaign on 15 July 2020. It aimed to create coverage of the destination Iceland in foreign media and draw attention to Iceland's advantages as a destination under challenging times. The campaign attracted a great deal of attention from the foreign press, with over 800 mentions in foreign media comprising about 2.6 billion consumers in the main markets of Icelandic tourism. A total of 2.5 million people have visited the project's website, and more than 175,000 of them have left stress-reducing screams.
"It is a great pleasure to win this distinguished award, which represents the very best in marketing. The award acknowledges the professional and excellent marketing work on behalf of the Icelandic tourism industry," said Sigríður Dögg Guðmundsdóttir, Director of Tourism at Business Iceland on the awards.
Founded in 1968, the Effie Award is one of the most prestigious advertising awards in the world. Juries consist of professionals with extensive marketing experience who choose the winners from a large group of submissions.