As a travel destination, Iceland possesses several key differentiators that distinguish it from other European countries. It’s geographically closer to the United States, offering shorter flight times than most of its counterparts – which also makes it an ideal stopover point for flights heading to and from the continent. It’s also smaller in size and comparatively unspoiled by development. Yet, despite a gradual rise in popularity, Iceland still lagged behind other iconic European destinations in tourist traffic. As a unique airline, whose brand is built around an equally unique destination, Icelandair was cast as an upstart that would need to make waves if it were to stand out in a highly competitive market.

Here’s how we helped Icelandair create unique, highly targeted media and partnership experiences that drive awareness and purchase intent.