Icelandair gives free 10-day journey for the world’s worst photographer

Icelandair has launched a playful new international marketing campaign to seek out what it calls a “really bad photographer”, providing the winner a free 10-day journey to Iceland together with US$50,000 in change for participating within the venture and permitting the airline to make use of the ensuing photographs and content material in its advertising.

The thought behind the marketing campaign is straightforward: Icelandair desires to point out that Iceland’s landscapes are so spectacular that even somebody with little or no images talent can nonetheless come away with stunning photos. The airline is successfully betting that the nation’s geysers, black-sand seashores, glaciers and dramatic surroundings are inconceivable to make look dangerous.

According to the official marketing campaign web page, the chosen participant will obtain an roughly 10-day journey in Iceland, with journey bills coated, in addition to US$50,000 for his or her images, content material and participation. Icelandair says the winner’s photos might seem in a world marketing campaign and is also featured in different publications and exhibitions.

The marketing campaign additionally leans closely into humour, presenting the search nearly as a badge of honour for folks whose vacation snaps recurrently disappoint them. But behind the joke is a transparent tourism message: Icelandair desires to market the nation by way of a extra pure, much less polished lens, utilizing abnormal travellers slightly than skilled photographers to showcase its surroundings. That framing can be mirrored in media protection of the marketing campaign.