BUILDING BLOCKS

FOR MARKETING

GUIDING LIGHT

IN MARKETING:

Iceland

It’s not for everyone.

It’s not for those who go where everyone else goes. It’s not for the conservative and expected traveler. It’s for those who travel the world to experience something different, to come back with stories to tell and secrets to share.

The stories of Iceland don’t stop as winter comes.

Every season, and in every region, Iceland offers secrets to the adventurous and enlightened traveler.

So welcome! To all those who travel with the spirit of adventure, exploring and creativity. It may not be the first place you think of travelling to this season, but it’ll be the first place you tell your friends about.

Come and be inspired by Iceland.

OBJECTIVES FOR ICELANDIC TOURISM

Decrease seasonality

in every region for

Icelandic tourism

Increase commerce

from tourists

Increase awareness of Iceland as a year-

round destination

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INTEGRATED MARKETING APPROACHSTAKEHOLDERS & STORYTELLERS

MESSAGING AND STORIES

Cultural Adventurous Pure

Creative Sustainable Mysterious

TONE OF VOICE

We are authentic We are energizing We are joyful

We are welcoming We are surprising

The

“Enlightened tourist”target group is defined by the following:

Between 20 and 65 years old

• Urban profile

• Above average education

• Above average income

• Above average consumtpiton of internet, mobiles and media

People that do not want to follow the herd

• Want to travel independently

• Interest in culture, ideas and lifestyle of other people.

People that want to travel to new and exciting destinations

• Want to go on vacation during winter time

• Are open to new experiences

• Seek new challenges

• Are ready to share their experience with others