Campaign Destination

#SweatpantBoots, Looks Like You Need An Adventure Tourism Campaign by Iceland

Iceland invites you to turn your lockdown sweatpants into sweatpant boots for your first big post-pandemic adventure.

Debuted on June 24, 2021, “Looks Like You Need An Adventure” is the new tourism marketing campaign by Visit Iceland that aimed at adventure-hungry travellers who want an Icelandic holiday to rejuvenate their senses.

Through its creative ad, the “Looks Like You Need An Adventure” tourism campaign invites all adventure-hungry travellers to turn their lockdown sweatpants into sweatpant boots for the first big post-pandemic adventure. The ad campaign also shows the trials and tribulations of lockdown juxtaposed against the thrill of a volcano-led vacation.

Planned to run in the the US, the UK, Canada, Germany, Denmark and Sweden, the ad of “Looks Like You Need An Adventure” campaign is the work of M&C Saatchi London. The video campaign also plays out like a music video clip featuring an exclusive song by local Icelandic artist Cell 7.

Looks Like You Need An Adventure, Iceland tourism video ad campaign

As part of the initiative, the campaign also comes with a Tik-Tok-inspired promotion whereby the first 100 visitors to book a slot at the pop-up shop at the nation’s capital, Reykjavik, and turn up with a valid plane ticket showing their arrival in Iceland from 24 June onwards, will get their lockdown trackie daks transformed by Icelandic designer Ýr Jóhannsdóttir into a pair of bespoke hiking boots.

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