An Icelandair ad, where the protagonists are a gay couple traveling around Iceland, has had record viewings on social media.
“We were quite surprised how far the ad has travelled in social media, much farther than we had expected, which is extremely enjoyable,” says Jón Skafti Kristjánsson, brand manager at Icelandair.
As reported, a new ad campaign from Icelandair includes one video ad that shows a middle-aged gay couple exploring Iceland’s nature and culture, showing that the airline’s customers “are as diverse as they are many” according to the brand manager, Jón Skafti Kristjánsson.
The ad was launched on YouTube on 19 May and has since been viewed 38 thousand times. However, Icelandair posted the video ad on their Facebook page on June 14th and proved an instant hit; within 48 hours it had reached 59 thousand views and been shared almost 100 times (currently it has been viewed 92 thousand times and shared 142 times).
“We were quite surprised how far the ad has travelled … There have been a number of articles and news stories written about the ad, and published worldwide.”
“We’re really happy with the reception to the ad so far,” says Jón Skafti. “There have also been a number of articles and news stories written about the ad, and published worldwide.”
So far, over 30 online publications from all over the world have picked up the story from GayIceland (including Advocate, Out, Washington Blade, GayStarNews, JoeMyGod, GayTimes, PinkNews , One Mile at a Time, Iceland Montior and Istinct Magazine) and drawn attention to it as well as linking to the video on YouTube. But the Facebook post has spread all on its own and reached over 50 thousand views quicker than most previous posts.
Jón Skafti says this particular ad has done exceptionally well in social media. “Most of the views are organic, that is not a result of sponsored posts. Thankfully we’ve mostly perceived positive reactions to the ad itself although we’ve noticed some less constructive comments on social media, from individuals who are simply against LGBTQI+ people on the whole.”
“We’re really happy with the reception to the ad so far. There have also been a number of articles and news stories written about the ad, and published worldwide.”
As Jón Skafti points out, almost all of the comments left for the YouTube video and the Facebook post show a positive response and gratitude to the airline for showing diversity in its marketing approach.
Manuel Moreira writes: “I feel so represented in this advert! Not only did you put a gay couple here but you put a normal gay couple leading a normal life. Instead of putting two impossibly hot super models you chose a couple that represents the true average gay men. Thank you so much, this means a lot!”
Ivan Hong adds: “A rather smart marketing move, I have to give Icelandair that. LBGT couple is a growing, and increasingly important market, would like see how it turns out. Anyway, fantastic design, good advert here.”
And Matt Del Mar writes on Icelandair’s Facebook page: “Awww so gorgeous. IcelandAir pushing the openness and inviting us all to travel with them. I can’t wait to visit.”