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Taking Enthusiasm for Iceland to New Altitudes

3 min read
OFFICE: London
our solution

Bring the best of Iceland to London for an exclusive “try before you fly” experience.​

To demonstrate just how close a trip to Iceland is, we created a complementary weekend-long pop-up event hosted by Icelandair called Around the Corner, allowing would-be travelers to sample a mini version of Iceland. Icelandic tourism partners including The Blue Lagoon (a top spa and hotel), Business Iceland (the Icelandic tourist board), and 66° North (a high-end adventure apparel company), helped bring the experience to life, serving up incredible local food, great music, an ice tunnel and more. There were even chances to win a vacation to the real Iceland. A media preview, Icelandair CEO interviews and strategic influencer partnerships helped drive buzz and engagement before and after the main event. 

the impact

Interest in travel to Iceland soared​.

Over £250K ($312K) of revenue was booked through a special package that was offered during the “sold out” event. Social videos were viewed over 300K times and 700+ mentions were generated across social and traditional media, including coverage in the Financial Times, The Week and City AM, all together reaching 1.3B people. Brand perception of Icelandair was the highest recorded in 2023 and well above the seasonal average.
in travel was booked at the event alone

Best PR Stunt – Experiential

2023 Travel Marketing Awards

Event, Launch or Stunt Campaign

ICCO Global Awards 2023