Icelandair, in partnership with Kubbco and Hvíta Húsið, has launched “The Polite Tourist Bouncer,” a campaign that highlights the benefits of its Stopover offering. The campaign features a mockumentary-style film centered around Hugi, a ‘Polite Bouncer’ who ensures tourists don’t overstay their welcome in Iceland. But does this campaign make a stopover in Iceland irresistible? Let’s find out.
Memorability: 93/100
Pro: The character of Hugi, the Polite Bouncer, adds a unique and memorable touch to the campaign.
Con: The mockumentary style, while engaging, may not be everyone’s cup of tea.
Pro: The campaign’s tagline, “Easy to Stop. Hard to Leave” is catchy and memorable.
Effectiveness: 91/100
Pro: The campaign effectively promotes Icelandair’s unique Stopover offering, making transatlantic travel more appealing.
Con: The campaign might be too niche, appealing mainly to those interested in visiting Iceland.
Pro: The social-first approach ensures high shareability and engagement among younger audiences.
Style: 89/100
Pro: The campaign’s mockumentary style adds a layer of authenticity and humor.
Con: The style might be too casual for travelers who prefer traditional, polished advertising.
Pro: The campaign’s visuals and promotional material are professionally crafted, adding to its appeal.
Heart or Humor: 87/100
Pro: The campaign taps into the universal desire for unique travel experiences.
Con: It lacks a deeper emotional angle, focusing mainly on humor and the quirky character of Hugi.
Pro: The campaign’s humor is well-executed, making it engaging and shareable.
Execution: 90/100
Pro: The campaign is well-executed, with a seamless integration of humor, unique content pieces, and behind-the-scenes extras.
Con: It might lack the ‘wow’ factor that could make it a viral sensation.
Pro: The campaign effectively utilizes online and social media for promotion, ensuring a wide reach.
Comparison with Competitor:
Compared to other airlines focusing solely on comfort and luxury, Icelandair’s “The Polite Tourist Bouncer” takes a more experiential approach by offering a unique Stopover experience.
Conclusion:
Icelandair’s “The Polite Tourist Bouncer” campaign is a well-executed and highly memorable initiative that scores high on effectiveness and style. With an average grade of 90/100, it’s a campaign that will likely be remembered for its bold approach to redefining transatlantic travel.
Credits
Client: Icelandair
Marketing Director: Gísli Brynjólfsson
Digital Marketing Manager: Johann Benediktsson
Global Brand Manager: Guðrún Haraldsdóttir
Agency: Kubbco
Chief Creative Officer: Emils Lukasevics
Copywriter: Josefine Forslund
Script: Sean Berndorff
Chief Strategy Officer: David Juul Ledstrup
Planner: Mads Viksnins
Editor: Renars Kaulins
Colour Grading: Artūras Buividavičius
Account Management: Yu Zhao
Project Manager: Tai Carstensen
Production Company: Hvíta Húsio
Producer & Director: Guðmundur Þór Kárason
Assistant Producer: Sveindís Guðmundsdottir
DOP (Director of photography): Tómas Örn Tómasson
Sound engeneer: Sigurður Ingvar Þorvaldsson
Set designer: Aron Bergmann Magnússon
Costumes & Casting: Alda Björg Guðjónsdóttir
Make-up artist: Sunna Björk Erlingsdóttir
Production Assistant: Orri Guðmundsson
Lead actor: Oddur Júlíusson
Lead actress: Rebecca Scott Lord
Behind the scenes DOP: Sigurður Pétur Sigurðsson
Marketing Consultant: Eirikur Gudleifsson