“Reykjavík Loves”
My Role
Brand Strategy
Copywriting
UX/UI
The Team
Mae Belkadi, Kathryn Kopec,
Yukti Poddar, Angelo Torres
Tools
Figma, Adobe Aero, Illustrator
Duration
3 Months
Overview
Campaign Overview
The campaign offers an immersive 360° virtual tour of Iceland, showcasing its landscapes, history, and culture, with interactive
features and personalized cocktail suggestions, culminating in a seamless call-to-action to book a flight and experience it firsthand.
Objectives
To entice people to travel to Iceland, we highlight its stunning landscapes, rich culture, and unique experiences, sparking curiosity and adventure.
01.
Immerse yourself in Iceland with visual, audio and haptic feedback, bringing the stunning beauty interactive way.
02.
To be recognized as a top-tier travel destination, known for its breathtaking landscapes, rich culture.
03.
Target Audience
45%
Millenials &
Gen Z
15%
Families
20%
Tourists
Ideal Customers
Our ideal target is a tech-savvy, adventure-seeking traveler, primarily Millennials and Gen Z, who value personalization, sustainability, and immersive cultural experiences, while also appealing to tourists and families seeking interactive, enriching vacations.
Target Audience Insights
User
Tech-Savvy Explorers
Users are eager for immersive digital experiences, like virtual reality and interactive platforms,
to discover new travel destinations in a personalized way.
User
Cultural Enthusiasts
People who are fascinated by history and culture enjoy rich storytelling and engaging with content that brings places to life beyond typical tourist attractions.
User
Experienced Travelers
Adventure seekers value authentic experiences that blend technology with exploration, using apps to guide travel planning and make informed, meaningful decisions.
Creative Strategy
Messaging & Positioning
Connection
Transition
The campaign’s storylines showcase Iceland’s natural beauty and Viking history, inspiring users to form a personal connection with the virtual experience.
The campaign also encourages users to transition from virtual exploration to real-world travel, with a call-to-action to book flights to Iceland after the experience.
How Might We
How might we ensure the virtual landscapes feel as breathtaking and authentic as visiting Iceland in person?
How might we make the historical journey compelling and easy to navigate for users of all ages and tech-savviness?
How might we present cultural, historical, and geological insights in a way that’s both deeply educational and fun to explore?
360° Virtual Landscapes
Time-Travel Exploration
Points of Interest
User Flow
Strategic Partnership
We’ve partnered with three unique Icelandic alcohol brands to spotlight local alcoholic brands. This collaboration is designed to boost their recognition and appeal in major cities, bringing these authentic Icelandic brands to a wider global audience.
AR Experience
00. Opening Screens
A brief splash screen transitions seamlessly to the homepage, where users are welcomed with intuitive navigation to explore Iceland's breathtaking landscapes. A straightforward 'Begin Experience' button encourages them to embark on their journey.
Feature 01. 360° Landscapes
Discover Reykjavik’s unique landscapes in detail, with interactive scenes that change to show different times of day and seasons.
Feature 02. Interactive Points Of Interest
Explore the history, culture, and geology of Iceland through interactive experiences that provide an educational and captivating journey.
Feature 03. Location Inspired Cocktails
Delight in personalized cocktail or mocktail suggestions that reflect the atmosphere and climate of each virtual destination, offering a distinctive, multisensory experience.
Feature 04. Time Travel
Immerse yourself in the Viking Age of Iceland, visualizing the transformation of its landscape while gaining a deep understanding of its historical significance.
06. After Experience Screens
These screens boost user engagement by linking exploration to actionable steps: users can bookmark their favorite destinations, effortlessly book trips through personalized options, and tailor their experience with easily accessible features.
AD Campaign
Takeaways
Developed a multi-sensory AR/VR experience that immerses users in the beauty of Reykjavik, inspiring travel and uplifting the Icelandic economy.
Outcomes
Users are captivated by the innovative storytelling and sensory elements, creating a deep emotional connection to Iceland’s culture and landscapes, sparking a desire to explore in person.
Reflection
Refine the AR/VR experience to be more tailored, enhancing interactivity and personalization to create an even more engaging and memorable journey.
Next Steps
