Experiential marketing for tourism took center stage with Taste of Iceland, an immersive multi-city festival that brought the sights, sounds, and flavors of Iceland to North America. Organized by Inspired by Iceland in partnership with Evolve Activation, this cultural celebration delivered an unforgettable experience that sparked wanderlust, inspired travel, and deepened brand love.
Challenge:
Business Iceland wanted to raise awareness and interest in travel to Iceland by giving North American audiences a firsthand taste of the country’s culture. The challenge was to create a highly authentic experience that could engage diverse audiences across several major cities and convert interest into future travel, all while managing the complexity of coordinating large-scale public events.
Solution:
Evolve Activation partnered with Inspired by Iceland to produce Taste of Iceland, a cultural festival designed to showcase the best of Icelandic food, music, art, design, and wellness. Hosted in major cities like Chicago, Toronto, Seattle, New York City, and Washington DC, the tour created localized events that made Iceland feel just around the corner.
Each city hosted a variety of unique experiences, including:
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Icelandic tasting menus at local restaurants in collaboration with top chefs from Iceland and the U.S.
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Live concerts featuring rising Icelandic artists like lúpína, gugusar, and Hermigervill
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Immersive exhibits, including Icelandair’s “Viewpoint” photo experience
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Wellness events such as the Elemental Sound Bath with energy healer Jósa Goodlife
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Giveaways and sweepstakes through the Icelandair “Wheel of Prizes,” where guests could win trips to Iceland
Evolve provided event design, asset production, venue research and negotiation, event coordination and management, logistics, staffing, and content collection across all activation markets. Each festival was supported by branded visuals, influencer engagement, local partnerships, and curated programming to ensure cultural authenticity.
Results:
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Thousands of attendees engaged across multiple cities
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Hundreds of promotional prizes awarded, including trips to Iceland
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Increased social media buzz and follower growth for featured artists and brands
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Positive sentiment from attendees who expressed interest in visiting or returning to Iceland
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Strengthened awareness of Iceland as a cultural and travel destination
Why It Worked:
This campaign succeeded because it delivered experiential marketing for tourism in a way that was meaningful, engaging, and accessible. By combining culinary arts, music, wellness, and storytelling, Taste of Iceland allowed attendees to connect with the essence of Iceland without ever boarding a plane. Evolve’s thoughtful production and logistical coordination ensured each event was immersive and seamless. The campaign demonstrated how experiential marketing for tourism can drive real-world excitement that translates into travel interest, repeat engagement, and cultural affinity.
Ready to elevate your brand with experiential marketing? Contact Evolve today to learn more.
