'Let It Out Iceland' Empathizes with Struggle Many Feel Amid COVD-19
Grace Mahas — July 16, 2020 — Marketing
References: lookslikeyouneediceland & youtube
Visit Iceland, the country's tourism sector, recently launched a new campaign, dubbed 'Let it Out Iceland' that showcases the global frustration many are facing amid the COVID-19 pandemic. The campaign includes a hilarious and relatable commercial of people overcome by boredom and mundanity, screaming to let out their frustrations. To help these discontent individuals, the campaign includes a "live stream" of screaming, where virtual visitors can visit Iceland's iconic waterfalls to let out their streams alongside a cascade of waterfalls.
Sigríður Dögg Guðmundsdóttir, Head of Visit Iceland, notes: “Across the world, people have been through a lot in the last few months. We empathize and want to do what we can to help people relieve their frustrations. In Iceland, we are lucky enough to have vast open spaces and beautiful nature that is the perfect place to let out frustrations. We feel this is just what the world needs. And when people are ready to resume traveling, they can come and experience it for themselves.
Image Credit: Visit Iceland
Sigríður Dögg Guðmundsdóttir, Head of Visit Iceland, notes: “Across the world, people have been through a lot in the last few months. We empathize and want to do what we can to help people relieve their frustrations. In Iceland, we are lucky enough to have vast open spaces and beautiful nature that is the perfect place to let out frustrations. We feel this is just what the world needs. And when people are ready to resume traveling, they can come and experience it for themselves.
Image Credit: Visit Iceland
Trend Themes
1. Virtual Tourism - The 'Let it Out Iceland' campaign includes a 'live stream' of screaming, showcasing the potential for virtual tourism experiences.
2. Emotional Connection - The campaign taps into the global frustration and boredom felt during the COVID-19 pandemic, highlighting the opportunity for brands to create emotional connections with consumers.
3. Nature Therapy - The campaign emphasizes the healing power of nature and demonstrates the potential for nature-focused wellness experiences as a disruptive innovation opportunity.
Industry Implications
1. Tourism - The 'Let it Out Iceland' campaign offers innovative ideas for revitalizing the tourism industry by leveraging virtual experiences and emotional connections.
2. Wellness - The campaign presents an opportunity for the wellness industry to explore nature therapy as a disruptive innovation that addresses emotional well-being and stress relief.
3. Advertising - The 'Let it Out Iceland' campaign showcases the potential of emotionally impactful advertisements that resonate with consumers during challenging times.
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