I love borders. August is the border between summer and autumn; it is the most beautiful month I know. Twilight is the border between day and night, and the shore is the border between sea and land. The border is longing; when both have fallen in love but still haven’t said anything. The border is to be on the way. It is the way that is the most important thing.
… especially when it comes to today’s branding, tourism business and marketing. Just look at Icelandair! While collecting data for my Master’s thesis (Actor-Networks of Northern Lights Tourism in Iceland, Norway and Finland) I got to know Icelandic tourism industry and their very innovative, fresh and bold take on i.e. social media marketing, corporate communications and promotion of Iceland as a destination.* And look at this Instagram feed now! How many airlines do this? And so well? With their corporate brand especially, not just with Insta-ambassadors / cabin crew on Instagram, in example.** Icelandair feed looks amazing and apparently has a very high requirements when it comes to quality. Taggs are also well chosen, simple and effective. At least I start to think, after browsing this feed, that Icelandair as a company and brand is up-to-date quality airline, and that Iceland is definitely worth a visit. Or two. And don’t even let me start with their Hekla Aurora…. It makes me eager to fly back to Iceland, with Icelandair selvfølgelig, to see the Northern Lights (wasn’t lucky enough last time) and experience the country and its tourism offerings.
What I would do if I would be an airline? I would do like Icelandair or hire myself to do it on my behalf. Especially I am looking at you, our own national airline Finnair, which still seems to think that people only want to fly away from Finland. Even though we do have the same Northern Lights as Iceland. And Santa.
*The vision of Icelandair Group is to unlock Iceland‘s potential as a year-round destination, to strengthen Iceland‘s position as a connecting hub and to maintain our focus on flexibility and experience. Icelandair
** For a nice piece on Insta-ambassadors and why you should use them for tourism and destination marketing, look at Visit Sørlandet’s post here. Unfortunately it’s only in norwegian.