An airline advertising campaign to engage new exploration in Iceland.
Cultural parallels were key to driving awareness to WOW Airline's recent direct flight offering between Dallas and Reykjavik.
Iceland tourism and DFW airport embarked on an advertising partnership to celebrate the first-ever direct flight between Dallas and Reykjavik. Our team created a campaign concept and publication to drive awareness and engagement with this exciting international tourism effort.
Our strategy was to engage Texans by drawing cultural parallels between the two regions. We used humor and unexpected representations of “big hair” in the advertising campaign. The result was one that had the audience hooked and laughing, then stopping to engage more with the message. The publication, meant for distribution at DFW Airport and on select flights, served as a marketing tool and guide to show the majestic appeal of Iceland both in comparison and contrast to the culture and landscape of Dallas.