Promoting Iceland: The shift from nature to people’s power

Inga Hlín Pálsdóttir ()
Additional contact information
Inga Hlín Pálsdóttir: University of Strathclyde

Place Branding and Public Diplomacy, 2016, vol. 12, issue 2, No 12, 210-217

Abstract: ABSTRACT Iceland, top of mind: spectacular nature, far away, geysers, Björk, and waterfalls. In the last few years, the country has faced major challenges in the international field. First with the financial crisis in 2008 and then with the Eyjafjallajökull, volcanic eruption in 2010, which affected thousands of people all over the world. In 2007, the prime minister of Iceland put together a committee both from the public and private sector, which discussed the challenges in marketing Iceland abroad and the organizational structure. A lot has changed since in the marketing and branding of Iceland, and this article will discuss the background and the story of Iceland's marketing since 2007. In this time, a new organization Promote Iceland was established with the aim to enhance Iceland’s good image and reputation, with a focus on tourism, trade, and investments. The Inspired by Iceland, the first integrated marketing campaign ever for Iceland as a tourism destination was also launched. In this process, as a practitioner who has been involved in this process from day one, it is time for me to write the story and discuss what are the main challenges?

Keywords: tourism; Iceland; marketing; place branding (search for similar items in EconPapers)
Date: 2016
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41254-016-0040-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:pbapdi:v:12:y:2016:i:2:d:10.1057_s41254-016-0040-8

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41254

DOI: 10.1057/s41254-016-0040-8

Access Statistics for this article

Place Branding and Public Diplomacy is currently edited by Robert Govers and James Pamment

More articles in Place Branding and Public Diplomacy from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().