Case Study
Land of Fire & Ice Tempts North American Tastebuds
Imagine having one of the world’s top seafood chefs create a culinary delight of mouth-watering langoustine and fresh cod from the pure, pristine waters that surround Iceland.
Iceland Naturally, a government-funded tourism bureau that promotes a series of events called “Taste of Iceland” engaged Solv Communications to help promote the festival across Canada.
Our team worked alongside Bocuse de Or award-winning Olympic competition medalist, Chef Hákon Már Örvarsson, to promote this celebration of food, fun and travel to Canadians. Icelandic musicians and filmmakers were also involved in the festivities.
The Challenge
Solv Communications’ goal was to showcase the beauty and majesty of Iceland as a tourist destination to Canadians.
A series of public dining and entertainment events at top restaurants were designed and executed in strategic locations across Canada.
Solv Communications handled all promotions and PR outreach that brought the media to introduce the culture, cuisine, and entertainment of Iceland.
The Solution
Solv Communications worked with Canadian journalists to send them to Iceland to report on this Nordic country’s pristine paradise. We featured the country’s technology and geothermal energy stories and promoted its Olympic-winning Chefs and cuisine.
We even sent a team of Canadian journalists to Iceland to interview the Icelandic director of the TIFF movie, Beowulf & Grendel. Film director, Sturla Gunnarsson and Canadian actress Sarah Polley were filming live on location in the Nordic country. Media had the opportunity to board a historical recreation of an Icelandic Viking ship off the coastal harbour of Hofn.
Every touchpoint with media produced excellent coverage—including national newspapers, radio, television, magazines and online channels —that successfully positioned Icelandic tourism in the minds of Canadians.
Results & impact
Solv Communications secured hundreds of media hits over the years in partnership with the Icelandic Consul General in Winnipeg, Icelandair, and Iceland Naturally. As a result, the Taste of Iceland events sold out nationwide. Tourism revenue now accounts for 42% of Iceland’s economy, an increase of about 27% in 2013, according to Statics Iceland.
To learn how we can help you achieve similar results, contact us today.
Media Coverage
NBC
NBC Today Show – Al Roker at Blue Lagoon with our Chef
Global Victoria
Chef Siggi Hall & Einar Gustavsson
CTV Winnipeg
