Reykjavík Grapevine - 11.10.2013, Qupperneq 34

Reykjavík Grapevine - 11.10.2013, Qupperneq 34
SPUNTINI RISOTTO PASTA CLASSICS DESSERTS UNO at Ingólfstorg | Tel. 561 1313 | www.uno.is The kitchen is open until midnight on weekends 17:00 – 23:00 sun. – thu. You “want to move outside the herd and be independent” because you are “different from the 'ordinary' tourist.” You “have above average education” and you “have above average income,” says the Icelandic Tourist Industry Association’s report from last year, defining their target group, ‘the enlightened tourist.’ And boy, are you targeted. Since 2010, the local population has been thoroughly informed about the importance of proper social media utilisation. In its 2012 annual report, the national branding bureau known as Promote Iceland states that the general public is being ‘har- vested’ for this purpose. That year, Promote Iceland also ‘assisted’ some 600 foreign journalists in organising their visits to the country. Journal- ists and bloggers coming specifically for events sponsored by Promote Iceland wrote 1,400 articles, includ- ing pieces in The New York Times, Huffington Post, The Guardian and so on. Sponsored events included music festivals, food festivals, dance, theatre and design festivals. And a marathon. Meanwhile, a few Hollywood film productions were funded directly through Iceland’s state budget, using Tom Cruise, Ben Stiller and Ridley Scott and their fine productions for the promotion of Icelandic land- scapes. If no such subtle methods of nation-branding get to you, of course some good old advertising is also involved. Bad breath, meet white teeth In late 2007, in response to what was locally perceived as an image-crisis, mainly that some foreigners were sceptical about the growth of Icelan- dic banks, the Prime Ministry formed a committee on the Image of Iceland. A few months later, in April 2008, the committee published its findings in a report. The report’s main proposal was that various institutes dealing with exports, culture and diplomacy, should be put under the control of one bureau to unify broadcast mes- sages. One correspondent quoted in the report explained that we must “walk in unison and speak with one voice.” The report suggested that institute be called Promote Iceland. Then came October, the boom went bust, and mass protests were fol- lowed by a change of government— making the need for image-manage- ment plain for all to see. As stated in the report, “future orientation must be long-term, and must not change along with changes in government every few years and the nation must agree on it.” In 2010, the marketers faced a unique challenge, an unforeseen national branding emergency, as Eyjafjallajökull erupted, disrupting the flight schedules of millions. As if stories of crooked bankers, political incompetence and violent riots were not enough, travellers all over now cursed Iceland for its geo-historically bad breath. Thank god work on Promote Iceland was already well under way. The necessary legislation was hastened and before the erup- tion was over, Parliament passed the Promote Iceland Law (38-2010). This sputnik institute whipped up the so- cial media-based campaign 'Inspired by Iceland' and before anyone knew how to pronounce Eyjafjallajökull, Icelanders appeared on YouTube, dancing to Emiliana Torrini's “Jungle Drum” in the seemingly eternal sun- shine of spotless fun. Post the video, spread the message, officials urged their compatriots: show people ev- erything is alright, invite friends over. And tourism went up. Solid nation- branding, Promote Iceland’s unified message was obviously a winner. After being hailed as the world’s radical wunderkind for a few years, Iceland left observers perplexed when the parties evidently respon- sible for its failed neoliberal experi- ment were voted back in 2013. The right-wing coalition government just published its first annual budget pro- posals, for 2014. Schools, hospitals, welfare, culture, arts and sciences face the world’s most terrifying euphemism: austerity. One single item in the whole budget, however, is explicitly declared ‘exempt from budget cuts’: Promote Iceland. The law passed through Al$ingi without debate in 2010 established an institute funded by taxes, but run by a board majority appointed by the Confederation of Icelandic Employers (CIE). Yes, there is such a thing. And yes, it is what it proclaims to be: the Words Haukur Már Helgason Come And Meet The Members Of The Brand After being hailed as the world’s radical wunderkind for a few years, Iceland left observers perplexed when the parties evidently responsible for its failed neoliberal experiment were voted back in 2013. Who or what runs this shop, really? Still From the Inspired By Iceland video Issue 16 — 2013 34Tourism
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