Post on 18-Jul-2015
transcript
• Nature was the main attraction
• Many logos, many brands promoting Iceland
• No platform for cooperation and conversation
• No cooperation between industries
• Different messages between markets
• Little market research
• Committee on the „Image of Iceland“
2007 | Marketing Iceland
Future Brands – 2010 Country Brand Index
2010 | Success Factors for the Future
• Consistent and integrated approach to combining political, economic, socialand commercial strategies for stability and growth
• Multidimensional brands going beyond a logo to capture the combined valuesand culture characteristics of a country
• They will have to stretch beyond travel and tourism marketing to embrace theconcept of a country, both as an investment and an asset to be leveraged for competitive advantage
• The nature of a country brand will shift in this context and depend as much on people as ambassadors of values and cultures as it does onspecific places
• Country brands will be mediated more through people’s real experiencesand less through advertising and marketing
• To strengthen the image of Iceland as a destination for all-year round.
• To increase the number of tourists in the off-season about 12% a year.
• To increase commerce from tourists.
Special Objectives 2011-
2014
The Enlightened Traveler
Target Audience Conclusions
Small differences aside, the target audience profile is largely similar across
markets. ‘The Enlightened Traveler’ is characterized by:
- Being between 20 and 65 years old,
with a weighting towards both the
younger and the older end.
- Between the years of 30-45, many have children and travel less and less
adventurous.
- A higher than average education.
- A higher than average income.
- Having an urban profile.
- Media consumption
- Higher than average usage of internet, mobile and print.
ICELAND
It’s not for everyone.
It isn’t 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.
The stories of Iceland don’t stop as winter
comes.
They get even more adventurous and more
magical, 365 days a year.
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
winter, but it’ll be the first place you tell your
friends about.
Come and be inspired by Iceland.
Link to Íslander video
short version: https://vimeo.com/37305477
long version (recommended): https://vimeo.com/38434839
781.000 INTERNATIONAL VISITORS 2013
20,7%Increase of
visitorsfrom
previousyear
5%*
ICELAND EUROPE* First eight months of 2013
72.194129.315
302.900
502.000
781.016
0
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Number of Tourist to Iceland 1980 - 2013