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November 16, 2022

Iceland sends a billboard into space!

A new campaign for Icelandic tourism encourages aspiring space travellers to consider Iceland as a more prestigious destination.

Iceland is the first destination in the world to specifically target a group of space travellers by sending billboards into space. The action is part of a new campaign for the destination Iceland called Mission Iceland. The message is simple: Iceland is a better destination than space.

A number of people have signed up on a waiting list for space travel with companies that specialize in such travel. However, the scheduled departure of such trips has been repeatedly delayed. The space billboard is intended to draw attention to the fact that the water is possibly being drawn over the creek. Aided by a weather balloon, the billboard floated through the stratosphere with a simple message: “Iceland. Better Than Space" Or "Iceland. Better than space.”

"Iceland is a lot like Mars. If Mars had hot tubs," says a video accompanying the campaign. In the video, the actor Sveinn Ólafur Gunnarsson compares the advantages of travelling to Iceland and travelling to space, and the comparison is usually in favour of Iceland. The trip is cheaper, the food is fresh and not freeze-dried, and there is plenty of oxygen.

Sigríður Dögg Guðmundsdóttir, head of tourism at Íslandstofa:

"We've seen an increase in the popularity of space travel over the past two years, and some even believe it's the future destination of the ultra-rich." We want to put this fashion wave in context and point out that it is possible to experience unearthly beauty here in Iceland and many other things that are unique in the world."

The billboard went up not far from Kleifarvatn. From there it rose to a height of over 35,000 meters and hovered as it passed east along the land until it came back to earth about two hours later a little south of Mývatn.

The campaign is part of Iceland's marketing activities - together in attack. This is a marketing and promotion project for the destination Iceland in selected foreign markets in order to strengthen Iceland's image, increase demand and maintain the competitive position of Icelandic tourism. The video was directed and produced by Allan Sigurðsson, in collaboration with the advertising agency Peel and the American advertising agency SS+K, which is part of the M&C Saatchi group. The implementation of the project is in the hands of Íslandstofa.

Click here to watch the campaign video!

and here for the campaign website