Case Study: Iceland boosts travel interest during lockdown with M&C Saatchi Talk

Iceland drives 2.6bn reach with M&C Saatchi Talk

The customer Iceland, a nation heavily reliant on tourism, faced a severe revenue decline when the COVID-19 pandemic halted global travel. Their challenge was to minimize this loss and position Iceland as the top destination for travel's return without running a traditional tourism campaign during a difficult time. The vendor M&C Saatchi Talk was engaged to address this.

M&C Saatchi Talk created a livestream internet experience called 'Looks Like You Need To Let It Out,' which allowed people worldwide to record their screams and release them in real-time into Icelandic landscapes via remote yellow speakers. The solution achieved massive results, including 2 billion more impressions than any previous Icelandic tourism campaign, 800+ earned media pieces, and a 2.6 billion total reach. It also drove a 17% uplift in travel searches to Iceland, successfully positioning the country for recovery.

Iceland