self assessment.

Hidden Iceland.

UK PR launch.

Hidden Iceland is an independent Icelandic-based activity operator offering one-of-a-kind day trips and experiences, from their Reykjavík headquarters, around Iceland.

Interviews and media coverage were secured with influential travel publications including Travel Weekly, Travel Daily Media, Travel Mole, The Travel Magazine and Selling Travel

The Brief.

r//evolution was tasked with raising the profile of bespoke tourism provider, Hidden Iceland in the UK with key stakeholders - specifically consumers interested in enjoying Iceland as a holiday destination.

Travel agents and specialist operators were also targeted with a view to establishing new relationships and commission agreements. This will enable Hidden Iceland to sell their tours through partner agreements to the UK market in the future. 

Established by its three directors, an Australian, a Scot and an Icelander, the business started its operations in November 2017 and in May 2018 invited r//evolution to establish the brand in the UK, where its media presence was negligible, despite the market accounting for 20% of its customer base.

PR activity was undertaken during a short three week launch project in May 2018 – securing valuable print and online media coverage, raising awareness of the brand and driving interest in new partnerships from travel agents and trade media. 

The Solution.

To achieve the brand's objectives - high levels of media coverage and new travel agent relations -  r//evolution undertook specific PR and media relations activity with target media, refining key messages and researching multiple newsworthy angles to launch in the UK market.

Early in the relationship, r//evolution conducted research and made an introduction to a luxury boutique UK travel agency, which expressed interest in developing a working relationship with Hidden Iceland and suggested additional opportunities for relationship building. First impressions from director, Ryan Connolly were immediately positive, with comments about our 'professionalism and proactive, strategic approach to the project'.

Significant coverage was gained in mainstream UK travel agent titles, with a collective reach of over 155,359 achieved in just three short weeks. As a result of the significant media coverage achieved with top travel agent trade media - including numerous online and print pieces of coverage, Hidden Iceland received several direct and immediate enquires from UK travel agents to bolster the business. Several press interviews have helped to establish excellent working relationships with influential travel journalists. 

Ongoing activity to arrange press trips, secure blogger interest and more will further enhance Hidden Iceland's presence in the UK market later in 2018. 

Working with the team for our short project was a pleasure. They were professional and communicative at all times and compared to other agencies we’ve used in the past they excelled in their remit.

The number of articles and introductions we received in a 4 week period was excellent. My personal recommendation is to use this company on a longer term basis to really get the full impact of their abilities.

Ryan Connolly
Hidden Iceland
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