Every summer, “Love Island USA” draws millions of viewers to its romantic drama in Fiji, and this season fan favourite Jalen Brown became a viral sensation, gaining 1.6M followers overnight before being unexpectedly dumped just four days into the show, leaving fans heartbroken.

At the same time, Iceland—beautiful but far from tropical—was fighting for attention in a crowded travel market, and we spotted a cultural moment where a heartbroken reality star and a country known for breathtaking romance could collide. Iceland realised it could help Jalen forget Love Island and instead fall in love with Iceland, posting a public invitation just days after his elimination; fans flooded the comments, and Jalen reposted it and packed his bags with fellow contestant JD, doubling the reach through their bromance.

We brought together Iceland’s biggest tourism partners, including Blue Lagoon, Icelandair, Icelandia, Visit Reykjavik and Berjaya Hotels, to create an all expenses paid itinerary showcasing the country’s best sights, cuisine and experiences. Over five days, the duo explored geysers, waterfalls and glaciers, rode ATVs, sampled local dishes, experienced Reykjavik nightlife, and documented everything across hundreds of TikToks, Instagram posts and Snapchats, prompting fans to ask Jalen for Iceland travel recommendations.

In a landscape full of brands offering lip service, Iceland rewrote Jalen’s “Love Island USA” ending in the way millions of fans hoped for, generating 204 social posts, 19.6 million views, 180 million+ impressions and an 8.3% engagement rate—more than double benchmarks—alongside extensive earned press and fan-made content proclaiming, “This is the Love Island ending we want!” Not bad for an island that doesn’t even have its own reality show.