2024 Grand Prize Winner
Icelandair’s “Iceland: Around the Corner Festival”: Icelandair, the national airline of Iceland, aimed to enhance awareness, consideration, and sales among Boston consumers. To achieve this, the airline implemented a strategic 3-day immersive event in Boston, creating an opportunity for attendees to experience the essence of the “Land of Fire and Ice” through exhibits, live music, giveaways, and more. Icelandair collaborated with renowned Icelandic brands like Blue Lagoon Iceland and 66 North to host an award-winning immersive experience. The event, held at The Charles River Speedway in Cambridge, MA, showcased Iceland’s landscapes, culture, cuisine, and unique experiences. Attendees were treated to live music, celebrity photographers, and Icelandic food and drink, making it a memorable “try before you fly” experience.