• by Fern Siegel , March 18, 2024

Icelandair debuted the second phase of its "The Polite Tourist Bouncer" campaign on Instagram. Social-media agency Kubbco is responsible for the creative, which initially centered on a mocumentary spot introducing Hugi, Icelandair's bouncer.

The first spot noted the country's stopover options for passengers between Europe and North America. They can book to stay in Iceland at no additional cost. And due to Iceland's lure, many do.

In the second social-media incarnation, Hugi is seen in "The Returning Stopover Tourist."  A business traveler is interviewed at the airport, then is shown exploring the island’s natural landscape. That is, until Hugi arrives, frantically waving a maximum-seven-day-stopover sign.

The initial spot upped Icelandair's visibility, leading to YoY growth in stopover bookings that averaged a 25% increase during the campaign months.

Jóhann Benediktsson, digital marketing manager, team lead at Icelandair, said: "The campaign falls perfectly under the umbrella concept of 'Easy to stop, hard to leave.' What differentiates it from previous initiatives is the humor element, that gives it a positive edge. We can clearly see the results from the positive feedback we’ve gotten within the company and more importantly, with the social audience.” 

View the campaign on Instagram.