Scream therapy and Iceland's innovative place marketing strategy

entered by Visit Iceland

As the world went into collective pandemic lockdown, the last thing people stuck inside with their pent-up frustrations needed was a tourism campaign from somewhere they couldn’t go. But with Iceland’s tourism industry and much of the economy on the line, the team at Visit Iceland couldn’t afford to let that stop them. 

The insight behind the campaign was born from the experience that Visit Iceland team members were all feeling around the globe and verified through social media and consumer survey analysis. Wherever you were, we were all sharing a universal experience – countless days and nights struggling with crippling fear of the pandemic and mind-numbing stress and boredom of life in lockdown. So how could Iceland deliver a uniquely cathartic experience for would-be travellers locked at home?

The Place Brand Portfolio is City Nation Place's searchable portfolio of Awards case studies from the past five years.