Flip side: Iceland tourism campaign is personal

13.10.2011 Advertising : îlafur Ragnar Gr’msson : The Brooklyn Brothers

Reykjavik – Advertising agency The Brooklyn Brothers has created a campaign called Inspired by Iceland to boost tourism in the country.

To start the campaign, the Iceland’s president, Ólafur Ragnar Grímsson, pledged to cook pancakes with his wife for a visitor to the country. The initiative is designed to encourage Icelandic people to offer to show visitors around the country personally, introducing them to typical Icelandic experiences.

This is a compelling campaign to boost tourism. The use of a political figure to informally offer hospitality to a stranger is just the kind of counter-intuitive measure LS:N Global predicted would come in the Anarconomy Decade.