Iceland review - 2016, Page 125

122 ICELAND REVIEW ICELAND REVIEW 123
The Icelandic
Horse
MARKETING DRIVE
It might seem strange to launch a marketing project for an animal—
especially one as popular and loved as the Icelandic horse, but there
are many areas in which the Icelandic horse could be better represent-
ed. And it is organizers’ hope that Iceland will become as synonymous
with horses as the Sahara is with camels.
Major stakeholders in the Icelandic horse community joined forces and
approached the Icelandic government. Working with Promote Iceland,
they have come up with an ambitious four-year program called Horses
of Iceland.
Horses of Iceland is a holistic project, directing attention to the
breeding and sale of Icelandic horses, as well as riding stables, the
animals’ importance to tourism, their role in national culture and
marketing, and products and industries connected to the horse.
Horses of Iceland is not only a marketing campaign; it is a forum for
stakeholders to identify weaknesses and find ways of working towards
a better future for the Icelandic horse, its reputation, and the success
and growth of businesses connected to it.
WELCOME TO THE WORLD OF THE ICELANDIC HORSE
The first ever International Day of the Icelandic Horse was celebrated
May 1—when Icelandic horse stables around the world put on free
open days and taster events. The day before, 150 horses and riders
took to the streets of central Reykjavík.
Iceland Review is proud to introduce you to some of the key players
in the Icelandic equine industry in this special promotional supplement.
horsesoficeland.is, #horsesoficeland