Iceland recently launched a new campaign called 'OutHorse Your Email' that encourages travelers to "switch off" and relax on their trip.
The new campaign comes on the heels of new research that indicates that 45% of individuals check their work email while on vacation, with over 15% checking it 5-6 times a day. To help travelers break this habit, Iceland launched the OutHorse Your Email service, described as "a world-first email response system which sees its unique breed of horses take center stage." Iceland's OutHorse Your Email service uses a large keyboard mat to show horses walking, trotting, cantering, tölting, pacing across fields as they play the role of being out of office.
Sigríður Dögg Guðmundsdóttir, Head of Visit Iceland said: “When visitors travel to Iceland we want them to fully experience everything our nation has to offer, from breathtaking surroundings to endless landscapes and friendly faces. Our OutHorse Your Email service lets them do just that, taking away the pressure of feeling as if they have to be always on and instead allowing them to be present throughout their trip."
Image Credit: Iceland
Key Themes Behind This Trend
- Digital Detox Travel
- Opportunity for companies to offer innovative solutions like OutHorse Your Email to encourage travelers to disconnect from technology and fully immerse themselves in their destination.
- Animal-incorporated Campaigns
- Opportunity for businesses to use unique and unexpected animal-themed campaigns to capture consumer attention and differentiate from competitors.
- Vacation Wellness
- Opportunity for companies to provide services and experiences that promote relaxation and stress relief, catering to consumers who seek to prioritize their mental health while on vacation.
Where This Applies
- Hospitality
- Hotels and resorts can offer digital detox amenities such as OutHorse Your Email to attract guests who prioritize relaxation and wellbeing.
- Marketing
- Marketing agencies can use unique and engaging animal-themed campaigns like OutHorse Your Email to help clients stand out in their industry.
- Travel Technology
- Companies in the travel technology industry can develop innovative tools and platforms that help travelers disconnect from technology and fully enjoy their destination.
