Greenland’s national brand, “Pioneering Nation”, received a new lease of life in 2012 with a new campaign under the title “The Big Arctic Five” and the concept is both a creative staging of the ‘Pioneering Nation’ brand and an accentuation of Greenland’s five core attractions.
New concept – sharper profile
In addition to providing the core values of ’Powerful & Pioneering’ (read about the Pioneering Nation brand here), the purpose of the concept is to create a simpler and sharper profile of Greenland by bringing the five most popular experiences to the forefront – dog sledding, Northern Lights, ice, whales and pioneering people- and ‘wrap them’ in one concept. We have used the well-known “Big Five” concept from safari destinations in Africa for a “Big Arctic Five”, to position Greenland in its natural place as one of the world’s greatest adventure destinations.
The Big Arctic Five concept and campaign, which ran in October and November 2012, has been well received by tour operators and other partners. The Big Arctic Five also aroused great interest and attention in Denmark and generated over 40,000 new subscribers to the partners’ newsletters.
The Big Arctic Five internationally
The idea with ‘The Big Arctic Five’ concept is to use it as the framework for the marketing of Greenland as a tourist destination, not only in Denmark, but also internationally. This focus will provide extra attention to The Big Arctic Five concept.
With the tools in this toolbox you have the opportunity to take advantage of the concept by staging your product in the Big Arctic Five framework, and for this purpose we have a number of different types of material that you can use in your marketing.
Here are some examples:
– Over 700 photos of The Big Arctic Five elements
– All ‘The Big Arctic Five’ films (a collective trailer and one film for each Big Arctic Five element)
– The Big Arctic Five text and graphic elements (icons, font, text descriptions, etc.)
– One Big Arctic Five PowerPoint presentation, etc.
SEE THE BIG ARCTIC FIVE TEASER
SEE THE BIG ARCTIC FIVE PICTURES