![]() ![]() ![]() ![]() Tourists frequently say that the Icelandic language is notoriously difficult to learn, so why not use that challenge in a fun way - getting people to learn about the A - Ö of Iceland by challenging them to take part in the world’s hardest karaoke song, a musical journey across the country. The campaign’s main objective was to educate people about Iceland’s seven regions and about responsible travel behaviour. Creating a promotional message that sparks interest is therefore getting harder each year. They are one of the most over-targeted audiences on the planet and are constantly becoming more ad-avoiding. The target group “The Fun-loving Globetrotter” are active travellers – primarily based in Europe and North America - seeking out new and exciting destinations, who want to connect to the local culture and are respectful of nature and the environment. They also needed to create engagement with an over-targeted audience. The team at Promote Iceland needed to inspire their audience to travel further within Iceland – beyond the main tourist sites – and to educate visitors about how to travel responsibly as tourists in Iceland. Best Use of Social Media, Highly Commended, 2018. ![]()
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