Utilising ‘social listening tools’ such as Google Trends, Twitter trending topics, and BuzzSumo, we could tell that one of the biggest talking points related to Iceland was Climate Change, and the associated deglaciation (glaciers being one of Iceland’s top attractions)

To change one of Iceland’s greatest threats into something we could use to our advantage, we created the Environmental Impact Survey. We asked 250+ Arctic Adventures customers provocative questions about tourism’s impact on Iceland’s environment. The answers showed worrying insights that turned into a meaningful piece of content with graphs and figures (see blog post) and a press release highlighting the concern for Iceland and its environment, the negative aspects of tourism, and climate change consequences.

We sent the press release to 100+ news sites and niche blogs. We concentrated our outreach efforts mainly on international media outlets that focus on nature, the environment and sustainable travel as well as local press in Iceland.