Entered by Promote Iceland

The team needed to inspire their audience to travel further within Iceland – beyond the main tourist sites – and to educate visitors about how to travel responsibly as tourists in Iceland. They also needed to create engagement with an over-targeted audience.

The target group “The Fun-loving Globetrotter” are active travellers– primarily based in Europe and North America - seeking out new and exciting destinations, who want to connect to the local culture and are respectful of nature and the environment. They are one of the most over-targeted audiences on the planet and are constantly becoming more ad-avoiding.