Inspired by Iceland, the campaign to promote Iceland as a tourist destination, recently released a new video entitled ‘The Ultimate Secret Tour of Iceland,’ with the aim of promoting winter travel in the country.
The video shows Jennifer Asmundson and her friend Corina on the Secret Tour of Iceland, curated by Inspired by Iceland’s Facebook fans. Jennifer was the winner of Inspired by Iceland’s global search for the ‘World’s Most Intrepid Tourist.’
The video, released last week, has been viewed more than 440,000 times but has received criticism by Icelandic filmmakers for using foreign producers, visir.is reports. Stefanía Thors, vice-chair of the Icelandic Film Makers Association, said it is “very strange that Promote Iceland [which is behind the campaign] does not trust Icelandic professionals to introduce Iceland,” she said. “Aren’t we always talking about the fact that we need more currency in Iceland but [then] they pay foreigners to do this work,” she added.
The film was made in collaboration with Icelandic advertising agency Íslenska auglýsingastofan, public relations firm Brooklyn Brothers in London and Pulse Films. The director and camera people involved in the project work for Pulse Films.
Daði Guðjónsson at Promote Iceland said they specifically wanted to use people who did not know much about Iceland in order to see the country through different eyes. “We wanted that those who went on the journey didn’t know much about the country. This was a multiple award-winning directing duo who have worked with internationally known parties such as 50 Cent, Katy Perry and Nokia. We mustn’t forget that this is a global marketing campaign and it is an opportunity in promotion to get people like this to work with us.”