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Case Study: Taste of Iceland

Situation

Iceland Naturally, a government funded tourism bureau for the country of Iceland, runs a series of events called “Taste of Iceland” where they promote local cuisine & culture in US-based cities that have direct flights to Reykjavik. They brought on AMP3 PR to help launch the festival in New York City for the first time, which they had resisted for a number of years because they considered it to be the toughest market to penetrate with so much competition in the area.    Our goal was to introduce New Yorkers and media to the beauty and unique nature of Iceland as a tourism destination through a week of food, music and literature.

Strategy

AMP3 conceptualized, produced and executed a number of events including a private media lunch and a private literary dinner, both with food prepared by famed Icelandic chef, Gunnar Karl Gislason and cocktails by Reyka Icelandic Vodka.  Additionally, the literary dinner, held at the home of the Icelandic Ambassador, featured an Icelandic author as well as an Icelandic publisher and academic.  We also handled all promotions and ticketing for the Reykjavik Calling concert, which featured the music of 3 Icelandic recording artists.  We placed print and digital Ad Campaigns with Time Our New York, The Village Voice and New York Magazine’s Grub Street to maximize exposure of the public facing events.  AMP3 handled all PR outreach and promotion of these events, and managed the festival as a whole, cultivating an experience that included Icelandic cuisine, literature and performance art.

Results

For our media luncheon, we were able to secure RSVPs from top tier food, lifestyle and travel media including: Saveur, Food & Wine, Elite Traveler, Wall Street Journal, Thrillist, New York Daily News, New York Post, Esquire, Serious Eats, The Daily Meal, and The Food Network.  Our academic literary dinner was intimate and reserved for only 7 top media, which included Daily Candy, Time Magazine, The American Reader, Bloomberg News, The Paris Review, Oprah Magazine, and the New York Journal of Books.

We secured a social media promotion in partnership with Thrillist media, where if you tweeted your best Iceland fact using the hashtag #ThrillIce, you would be entered for a complimentary Icelandic dinner for two, which resulted in over 200 tweets including fun/funny facts like “In Iceland, everyone is listed by their first name in the phonebook”, “Iceland was almost called Butterland,” and “The Icelandic language has been virtually unchanged for the past 1000 years.”

Ultimately, we garnered 34 press placements, which resulted in over 2.5 million impressions.

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