Business Iceland: Sweatpant Boots

Business Iceland, a public-private partnership, launched a campaign in Iceland to become the top post-pandemic travel destination for First Movers, capture tourism spend and help revitalise the economy.

The Context

During the summer of 2021, after a year of lockdown, leisure travel finally started to become possible again. Despite stiff competition from countries with much larger budgets, Iceland needed to capitalise on the moment, capture tourism spend,...