I was in Iceland last week and from the moment I got on the plane to the moment I left, I was wrapped up in some perfect branding. As I settled into my seat on my Icelandair flight from Stockholm Arlanda to Keflavik, the monitor on the back of the seat in front of me was showing lots of pictures of Iceland, telling me about the clean air, beautiful scenery and forward-thinking people.
Before the plane took off, I watched the safety announcements presented on screen in the form of a film depicting a rather attractive woman exploring Iceland. Somehow her movements were enveloped in a design-overlay that made it clear just how we should exit the plane securely in the event of an emergency. Although a little weird, it was brilliantly done. The airline were telling me how to stay safe at the same time as telling me how wonderful, how beautiful and aspirational the Iceland experience really is.
Mid-flight, we were invited to explore the menu. Once again, everything from the food to the packaging was strategically aligned to reinforce Iceland as a healthy, environmentally-friendly destination.
Finally, as I wandered through Keflavik Airport, the adverts on the walls from a wide range of Icelandic companies all had the same brand message: that Iceland is a healthy, vibrant place. Every product, whether it was a service or goods, seemed to reinforce the impression that the country is simply wonderful.
If you haven’t been to Iceland before, I urge you to take a visit. As of January 2017, they’re really making sure the country is on message. No wonder tourism has overtaken the fishing industry as their leading revenue generator.
No wonder they’re renovating and extending the airport at the expense of a new downtown hospital in Reykjavik – or at least that’s what my wife’s cousin reckons!
All this and more…
As well as reflecting on brand Iceland, episode 188 of the Moondog Marketing Podcast takes a look at how content marketing is expected to enter the plateau of productivity in 2017, according to the Gartner Hype Cycle.
I also go on a mini rave about the Fujifilm X-T10, which I think is the perfect camera if you’re looking to shoot some great photos for your business’s social media channels without investing in professional cameras. Typically, after I recorded the show, I discovered that Fuji will release the next generation of the X-t10, the X-T20, in February!! So check that out or keep your eye out for good deals on the X-T10!!!