Remarkable Iceland Bares its Secrets to the World

Iceland kicks off latest tourism campaign

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Sep 26, 2013, 09:00 ET

REYKJAVIK, Iceland, September 26, 2013 /PRNewswire/ --

This week Iceland will launch a new tourism campaign to inspire travellers to seek out the country's undiscovered treasures.

(Photo: http://photos.prnewswire.com/prnh/20130926/642591 )

Share the Secret is a new campaign by Inspired by Iceland, the country's tourism promotional effort. The campaign will draw on local knowledge to reveal some of the country's hidden treasures by encouraging Icelanders to share their secrets and offer visitors the opportunity to discover unique experiences around the country.

The campaign will cover a wide variety of themes from Icelandic nature and culture, with secrets and insider tips from locals and Icelandic experts shared on food, design, music, shopping and adventure across all the Inspired by Iceland platforms. Icelanders will share personal favourites and travel tips with visitors online, via social media (#icelandsecret) and through experiential activity, offering a more intimate experience of their much beloved homeland to tourists. Using both physical and digital secrets the campaign will bring to life some of Iceland's greatest wonders.

The campaign will encourage travellers to arrive with a spirit of adventure, to go further and do more, and will ask Icelanders and previous visitors to Iceland to share their best kept secrets of the country; be it their favourite record store, secret family recipe, or a spot by the lake with the very best view of the Northern Lights.

The website http://www.inspiredbyiceland.com will become a hub for secrets, with Icelanders and tourists sharing secret places and activities on an interactive map and blog. Fans and visitors on social media will be encouraged to contribute their own secrets and experiences via Facebook and Twitter, which will be shared across all platforms.

Inga Hlín Pálsdóttir, Director for Tourism & Creative Industries at Promote Iceland, comments, "This year we want to encourage Icelanders and visitors alike to share with others just what makes the country so magical. We want to highlight the undiscovered side of Iceland and show that Iceland is a place of adventure and discovery and we are hoping that travellers will be inspired to come and seek out the secrets of others and leave with their own to share."

Notes to Editors

Inspired by Iceland is a public private act - between the Icelandic government, City of Reykjavik, and companies in the travel industry, and in trades and services. More than 100 companies are involved. Promote Iceland is the developer and the executive of the campaign.

Visitors and residents are advised to make sure that the secret they propose to share is safe, accessible all-year round, and does not cause undue stress to Iceland's delicate natural environment.

Further elements of the campaign will be activated throughout the year through PR and experiential events, traditional media advertising opportunities and via Inspired by Iceland's social channels.

For more information please visit:

Inspired by Iceland http://www.inspiredbyiceland.com

Promote Iceland http://www.promoteiceland.is

Islenska http://www.islenska.is

The Brooklyn Brothers http://www.thebrooklynbrothers.com

For media enquiries please contact Laura Hind at The Brooklyn Brothers on +44(0)2072926200 or email [email protected]

SOURCE Inspired By Iceland