AOL has today launched a cross-platform campaign in partnership with Promote Iceland, with the Inspired by Iceland campaign also marking the introduction of the Huffington Post UK’s ‘Inspiration’ section, which allows brands to communicate with consumers through video, blogs and social media.
The campaign, created by The Brooklyn Brothers and Islenska and directed by award winning director Rupert Murray, is the first to feature a Project Devil ad with a live camera feed, and will span The Huffington Post, MyDaily, AOL Travel and AOL advertising platforms Advertising.com and goviral.
The campaign includes a 12-minute exclusive documentary on Iceland, ‘Islander,’ hosted on HuffPost UK Inspiration; a 60-second video trailer for the documentary distributed across goviral’s network in key European markets; sponsored content with the theme, ‘Inspired by Iceland,’ across The Huffington Post UK Lifestyle and additional content on MyDaily and AOL Travel; and Inspired by Iceland ads distributed across the Advertising.com network of premium publishers.
George Bryant, founding partner of The Brooklyn Brothers, said: “This campaign fuses brand, creative and media to deliver inspirational content spanning editorial and advertising.
“With two distinct audiences -- young adventurers and more mature, affluent travellers -- AOL has provided us with platforms that bring Iceland’s many stories to life, whether it’s via an engaging blog on Iceland’s charms or a visually arresting video.”
This is the third part of the Inspired by Iceland campaign, with the second phase featuring Icelandic president Ólafur Ragnar Grímsson calling on his Islanders to open up the doors of their homes and invite tourists in for a unique Icelandic experience.
Inga Hlín Pálsdóttir, director, marketing & Visit Iceland at Promote Iceland, said: “Following on from our award winning campaign in 2010 we wanted to once again get Icelanders involved to share the unique qualities of our country and to invite others to be ‘Inspired by Iceland’. The campaign has created millions of impressions through a combination of PR and social media, which created a 150% increase in positive sentiment around Iceland.
“We are extremely proud of the documentary, Islander, and feel that it captures the essence of the Inspired By Iceland campaign but also the Icelandic people who contributed so much. We can’t wait to share it with the world and hope that everyone who watches it is inspired.”
Inspired by Iceland is the first Europe- wide marketing campaign that fully integrates a comprehensive suite of AOL advertising products, content and platforms.