Great campaigns from Island nations to inspire your next marketing move

Looking at what’s been run on smaller and larger island nations, it’s clear that there is a bunch of great marketing campaigns to draw from as a fellow business. Here, we’re doing exactly that: delving into a few cherry-picked marketing plans that worked well and how they managed to make an impact.

Malta: Appealing to everyone at once

It’s never easy to relay a business message without a kind of niche or key product to lean into selling. Even expansive stores like hardware stores will run their campaigns on a handful of big-ticket items being available or for sale. So, trying to relay the selling point of The Plaza Shopping Centre – which regularly makes a tidy profit – was going to be a challenge as Plaza Centres want to showcase that there’s something for everyone.

Instead of leaning into highlighting a big-selling product from each store – as a distinctly ineffective example – Rocksteady Digital Agency leaned into diversity and lifestyle for the spring 2022 campaign. Rather than bundling all of the stores and products into quick cuts, it focuses on loads of different people skateboarding, being active, relaxing in a park, going on a road trip, and eating out to showcase variety and appeal to all without being overt.

New Zealand: Try out premium content for free

It’s never easy to pull the trigger on a campaign that gives away a free sample or even a completely free item, but doing so often proves to be very effective. Where it can be particularly tricky, however, is when the thing being sold relies on customers to pay as they go. It’s a challenge long-faced by online entertainment platforms, particularly in iGaming, but several solutions have now been found to compete against each other at a lower risk to the provider.

Still, it can be difficult for users to find the best offer or even work out how they compare or if they’re worth the effort or deposit amount. As such, to help to market these promos to people, a complete casino bonus guide page was created for Kiwi casino gamers. Here, not only does the page direct people to the businesses embarking on these distinct marketing campaigns, but it also explains how they work and what ones are best for whom. For example, the no-deposit bonus is explained as one of the best because it’s completely free to claim.

Iceland: The superior option to the new fad

Fads can be powerful tools in tourism, especially when it comes to places or activities that continually hit the headlines. Recently, the space race and space tourism have been all over the news, with billionaires and their select buddies blasting off into space, having a look down, and coming back. So, in a distinctly tongue-in-cheek way, Visit Iceland decided to offer a much better option.

Leading with the message “Iceland. Better than Space.” and even chucking the slogan up on a billboard to target space tourists. Visit Iceland combined quirky humor with perhaps more subtle showings of why it’s great to go to the volcanic island nation. The short ad shows lush green plains, Aurora Borealis, snowy mountains, thermal pools, vast landscapes, and some great food in a fine restaurant. The focus is on the man in a crazy spacesuit, which makes the real element of the advertising far more palatable and even enjoyable.

These campaigns all solve key obstacles marketers often grapple with in the respective industries, and do so in unique ways that engage with target demographics expertly well. 

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