Working with Inspired By Iceland, the country's tourism board, we launched a major multi-market campaign inviting the world to release their frustrations into Iceland's vast and beautiful landscapes to find renewal during the pandemic.

The campaign, "Looks like you need to let it out," aimed to position Iceland as a top travel destination post-pandemic. Collaborating with US agency SS+K, part of the M&C Saatchi Group, I led the global communication strategy, including PR and influencer marketing to sustain its reach.

Inspired by 'scream therapy,' the campaign captured global screams, yells, and shouts, broadcasting them through speakers at seven stunning Icelandic locations. Participants chose from sites like Festarfjall in Reykjanes Peninsula, Djúpivogur in East Iceland, and Skógarfoss waterfall, watching and hearing their screams live via a stream.

Creative Concept: The campaign centered around the idea of 'scream therapy,' encouraging global participants to record their screams, which were then broadcast via speakers in seven remote Icelandic locations

Multi-Market Reach: The campaign targeted audiences in the US, UK, Germany, Canada, and Denmark, making it a broad international effort to boost Iceland’s tourism post-lockdown

High Engagement: The campaign generated 2.5 billion impressions in just two weeks, significantly raising Iceland's profile as a travel destination despite being outspent by other destinations 8 to 1​

Media Coverage: The campaign was widely covered by global media outlets, with mentions in over 800 publications, and received significant attention from platforms like Good Morning America and Condé Nast Traveler​

Social Media Impact: The campaign's video content performed well across social media, with millions of views and high engagement rates, helping to spread the campaign's message globally​ 

Increased Travel Interest: Following the campaign, there was a notable increase in booking searches (up to 48.5%) and booking intent (up to 5.7 times), indicating a successful boost in potential tourism​

Global Participation: Thousands of screams were recorded and broadcast, making the campaign a global event that connected people worldwide with Iceland's natural beauty​ 

Award Winning: Looks Like You Need Iceland was an award winner… I feel privileged to have been part of the Inspired By Iceland team and to have the global communication strategy and team at M&C Saatchi Talk.