Let it Go !

We all know that the tourism industry is hurt badly in this pandemic. It is affecting economies, especially those who are majorly dependent on tourism as a source of revenue. Even though if you think of, our desire to travel might be at its peak. Being locked in our homes, with little movement allowed, our craving for traveling has skyrocketed (as opposed to our usual let's stay home and binge approach). And this is quite evident with our Instagram feeds full of throwbacks. 

So understanding these two pain points. The "Inspired by Iceland", the promotional project of Visit Iceland (an official marketing office for Iceland ) launched a campaign called "Let it out ". This campaign is inspired by psychological theories that showcase the advantages of screaming in relieving stress. The campaign is asking people across the globe to scream their frustrations, anger, disappointments, and record them on their phones, laptops, etc and t share it with them. They will air these screams in one of the most serene and remote destinations on the island. There are yellow speakers placed in these locations that will air the screams, and share video recording back to the person. 

The main objective of this campaign is to draw the attention of tourists towards huge and remote spaces available considering the concerns regarding safety amid COVID. They have also assured the fellow Icelanders that their summer holidays won't be ruined since they will be moderating the sound. 

I believe that with the lockdown easing across the globe, this campaign is trying to create top of the mind awareness by not only showing beautiful imagery of the place which most of the tourism' advertisements do but also using the UGC (User Generated Content). Beauty is all this is carried out without any traveling. And not to forget staying relevant with recent times. 

Some might find this very weird but I think weird ideas do catch attention and might even work. What remains to be seen is whether the USP "open, spacious, undisturbed" actually remains so after this campaign. A little noise pollution to get potential revenue. Does it sound a bad bargain? 

Resource Links -https://www.rt.com/news/494918-iceland-tourists-scream-coronavirus-stress/amp/?utm_campaign=fullarticle&utm_medium=referral&utm_source=inshorts

https://grapevine.is/news/2020/07/15/scream-and-shout-and-let-it-all-out/

Pic Credits - Pexel.com