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, and help revitalise their economy. Their goal was to become the top post-pandemic travel destination for First Movers – the audience four times more likely than average to travel overseas. They are younger, less concerned with health risks, and more likely to prioritise vacations with activities that Iceland can deliver. But in order to break through, Iceland needed an earned-first idea...

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