Tourism Iceland: Next Stop: Iceland

Woman wearing glasses screaming

Our world became impossibly small in lockdown. Trapped at home, we all craved adventure. Ruggedly beautiful Iceland presented the perfect escape, but with borders shut and uncertainty in the air, could the country convince wary holidaymakers to visit?

  • Everyone let it out

    About 200% more people screamed into the website than forecasted.

  • Smashed coverage targets

    Generated 15x target coverage, reaching 2.7B people.

  • Took ICELAND to #1

    Iceland ranked as the most preferred holiday destination in key markets

Lockdown: what screams are made of

Targeting the ‘First Movers’ most likely to travel post-lockdown, SS+K, M&C Saatchi London and M&C Saatchi Talk encouraged housebound lockdowners to scream out their frustration at People could hear the recording of their scream blasted into stunning locations across Iceland. And see that relief from lockdown pressure was only a holiday away.

Working together, apart

Imagined and created by our global multi-specialist network entirely in lockdown, this campaign shows that creativity will always find a way to come together, even when teams are apart.

“Our M&C Saatchi Group agencies have different skills that are unified by one set of values, which makes for a more exciting approach for our colleagues and a more powerful offering for clients.”
Lenny Stern
Co-founder and Partner of SS+K

See you in Iceland

Spanning video, social media, PR and a brand new website, this worldwide campaign generated coverage from publications like the BBC, Daily Mail, CBA and The Telegraph that reached 2.7 billion people. No mean feat when the eyes of the media were glued to the pandemic. Even better, the post campaign research ranked Iceland as the number one preferred holiday destination across all key markets.