Let it out, Visit Iceland
Challenge tourism accounts for about 35% of Iceland's foreign currency earnings, with 15% of jobs in the country linked directly to tourism. Therefore, it was essential for Iceland to quickly yet safely and responsibly restart its tourism sector following the country's closure due to COVID-19 from March to mid-June 2020. A global campaign was launched aimed at encouraging people to visit Iceland, showcasing its renowned natural beauty and the low infection risk at that time.
Research indicated that 40% of Danes were eager to travel abroad in 2020, whereas only 10% of Americans, 17% of Brits, and 23% of Germans felt the same. The lockdowns took a mental toll on many, with one in three people reporting feeling affected, while one in four experienced stress. Growing frustrations were evident, prompting the creation of a campaign aimed at inspiring those eager to travel, as well as those who were hesitant.
Amidst the challenges of homework, home workouts, and cancelled vacations and concerts, COVID-19 led to a collective urge to scream. A psychologist noted that screaming is an effective way to release frustration, which inspired the campaign dubbed ‘Let it Out.’ This initiative highlighted Iceland's stunning landscapes as a therapeutic escape for pent-up frustrations. On the campaign website, lookslikeyouneediceland.com, participants could record their screams and have them played over picturesque locations such as the lava fields at Festarfjall, the fjords at Djúpivogur, or the majestic Skógarfoss waterfall. Individuals could view their own and others' screams live, encouraging many to either experience these sites virtually or in person.
Simultaneously, Iceland garnered attention for its effective management of COVID-19 and maintained low infection rates. Influencers Simone Tajmer, Nadia Nadim, Silas Holst, and Oh Land were invited to share their pandemic frustrations and participate in the campaign.
The campaign proved successful, thanks to the collaboration with well-known Danish influencers, effective public relations, and online engagement, reaching over five million readers and viewers. A highlight was its feature on the Evening Show, where the host and guests explored the healing power of screaming and discussed Nadim's own experiences with it. EB and ChriChri discovered unique angles that provided their readers with direct access to the campaign site. Engagement on social media was strong, and followers felt included in the initiative. Additionally, lifestyle, general news, and travel media embraced the campaign, quoting key spokespersons in 91% of the coverage.