BUILDING BLOCKS
FOR MARKETING
Iceland It’s not for everyone.
GUIDING LIGHT
IN MARKETING:
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 1
2
3
Increase awareness of Iceland as a yearround destination
Increase commerce from tourists
Decrease seasonality in every region for Icelandic tourism
STAKEHOLDERS & STORYTELLERS
INTEGRATED MARKETING APPROACH
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