Skift Take

Neither of them are catchy enough, but among the two, the winner is obvious, the "Isle of Awe Land." Which is what Iceland is anyway.

That simple question was the premise of the latest tourism promotion campaign by Iceland, to drum up interest in the tiny country’s dramatic landscape, people and culture.

Initially when VisitIceland thought up of this campaign late last year, people in the country and outside weren’t sure if this was a gag or an actual rethink. Turns out it is what it is: a nice marketing gimmick, essentially asking people to come up with names and phrases inspired by Iceland, turn it into a contest — the winner get a big trip to Iceland, what else — and much more, including an exhibition in Reykjavik.

After more than 25,000 entries, the contest is now down to two names, somewhat anti-climactic and neither of them that inspiring, if you ask us. That said, the two finalists are: “Let’s Get Lost Land” and “Isle of Awe Land.” Both have been made into two short movies, as a way for users to grasp the meaning and vote on which one better represents Iceland.

Let’s Get Lost Land

Isle of Awe Land


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Tags: iceland, marketing

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