Tourism is Iceland’s top industry, so when the world went into pandemic lockdown and could not travel it presented an existential threat to the Icelandic economy. It was essential for Iceland to build demand for the eventual reopening of global travel, but the last thing the world needed during a difficult and uncertain time was a tourism campaign for a beautiful destination they could not visit while they were stuck in their homes.

We gave the world something it needed during a shared moment of crisis––a chance to take all their pent-up frustrations and trapped pandemic feelings and let them out as cathartic primal screams, forging a meaningful connection with Iceland in a time when no one was planning their next vacation. "Looks Like You Need To Let It Out" was a digital experience that allowed anyone in the world to scream into their devices and watch that scream be released in real-time through a big yellow speaker into one of seven picturesque Icelandic locations. When the entire world was stuck inside, Iceland gave them a much-needed outlet in one of the most stunning places on earth.

We developed a global media launch strategy to ensure this campaign went beyond the usual travel pages and into news and lifestyle media. Key messages focused on consumers’ need for Iceland for personal sustainability and the unique, spacious landscapes. The media story included consumer insight from global research and psychologist, Zoë Aston, as an independent spokesperson to authentically connect Iceland with the scream therapy benefits.

We worked with one local talent per market (excluding the US) with strong media appeal and a strong social following (min. 750k) to help raise awareness and earned media opportunities. The talent was selected having publicly expressed light-hearted lockdown frustration (e.g., cancelled gig, panic buying toilet paper). Mid to macro-influencers also played an important role at the launch of the campaign to drive awareness and engagement. They were selected based on their vocal lockdown frustrations, their interest in travel/lifestyle, and their relevance to our audience.

"Looks Like You Need To Let It Out" was a three-week livestream internet experience. We set up seven yellow speakers in picturesque Icelandic locations featuring waterfalls, glaciers, cliffs, beaches, and a lighthouse. Users from around the world who were trapped inside could explore the regions in full-screen video at LooksLikeYouNeedIceland.com where they could record their screams and watch them be released in real-time. Users could then share recordings of their screams across their social media channels, inviting more people to participate.

We launched a global integrated campaign that incorporated both paid and earned media. A film on YouTube and a series of short social videos on Facebook, Twitter, and Instagram showcased people struggling with common lockdown problems–working from home, self haircut fails, etc. Influencers filmed themselves using the site and posted stories to their channels. PR offered a certified therapist to underscore the benefits of letting it out.

When we issued a call to the internet to 'Let It Out', the world yelled back. As travel was restricted, our goal was not to sell tickets, but rather to build affinity for Iceland and demand for the eventual reopening of tourism. 725,000 people used the site. Over 800 global media outlets covered the experience, generating a staggering 2.67 billion media impressions making Iceland the #1 preferred post-COVID travel destination among our target group. Expedia booking searches increased 48.5% and YouGov booking intent increased by 5.7x. Most importantly, when the world needed a release, Iceland gave it to them with "Looks Like You Need To Let It Out."