IMM09 Case Study: Rebranding Iceland

So I thought it would be a challenge for the groups to rebrand Iceland...the country not the home of frozen foods.

Given the recent financial situation, the image of the country has been hit as hard as the economy itself.

So the made up brief came from the Icelandic Tourist Board, who were looking for an agency to devise a two year plan to encourage visitors to the country.

To help the attendees get focused, I created a little video, using imagery and music from Iceland. It seemed to go down well. Here it is:

The idea for this case study was inspired by Mark Palmer of Maverick Planet

The great shots of Iceland for the ident came primarily from Gunnisal, but also Freshy1, Mike O C,  Ole Begemann and Unneva. They can all be found on Flickr.

The Icelandic music used for the ident is as follows:
Sigur Rós – Takk (plus dolphins, an icelandic mountain stream and a minke whale)
Emiliana Torrini – Fireheads
Ólöf Arnalds - Englar og dárar
FM Belfast - Underwear
Björk - Nattura (feat. Thom Yorke)
Björk - Who is it?

If you ask yourself, patiently and carefully, who is it?

These are the lyrics of Bjork's song Who is It? and seemed fitting for the case study. Who is Iceland right now for potential tourists? The country of nature or of economic chaos?

The case study challenged the groups to consider which tourists will still consider Iceland as a place to visit. Was there to be a focus on geography or a community of a type of person? A search for a certain age profile or was that an irrelevance? A focus on the nature of Iceland or on the wonderful people or the urban nightlife? How were the groups to overcome the association between Iceland and a failed economy?

All of this was embedded into the Case Study. More on what they came up with later...

In the mean time, I hope you enjoy the little video...

Comments

[Ole Begemann]

You have misspelt my name. I'd be glad if you could correct that. ;-)

[citizenbay]

Apologies Ole. All done.