Promoting Iceland: The shift from nature to people’s power

ABSTRACT

Iceland, top of mind: spectacular nature, far away, geysers, Björk, and waterfalls. In the last few years, the country has faced major challenges in the international field. First with the financial crisis in 2008 and then with the Eyjafjallajökull, volcanic eruption in 2010, which affected thousands of people all over the world. In 2007, the prime minister of Iceland put together a committee both from the public and private sector, which discussed the challenges in marketing Iceland abroad and the organizational structure. A lot has changed since in the marketing and branding of Iceland, and this article will discuss the background and the story of Iceland's marketing since 2007. In this time, a new organization Promote Iceland was established with the aim to enhance Iceland’s good image and reputation, with a focus on tourism, trade, and investments. The Inspired by Iceland, the first integrated marketing campaign ever for Iceland as a tourism destination was also launched. In this process, as a practitioner who has been involved in this process from day one, it is time for me to write the story and discuss what are the main challenges?