Our challenge:

Change Iceland’s seasonality and get tourists to visit during the harsh, winter months.

The creative idea:

This winter, every visitor is an ‘Honorary Islander’.

To fuel the campaign we created a model of social activation and tasked everyone from The President of Iceland, to Icelandic musicians, chefs and families, to open up their lives to winter visitors.

Icelanders responded en mass and the Honorary Islander activity generated widespread global interest. The campaign generated coverage in 57 markets globally, dramatically changing Iceland’s desirability as a winter destination and making it the most successful winter in Iceland’s history. On a relative modest spend of £1.25m, the campaign generated an ROI of 56:1 contributing an additional £71m to the Icelandic economy.