More than just the journey – Icelandair | Clapboard Ad Archive

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More than just the journey - Icelandair | Clapboard Ad Archive

Icelandair’s 2023 campaign More than just the journey, created by Hvíta húsið for the travel and tourism market, redefines the airline experience by weaving together comfort and adventure through the narrative of a mother and daughter duo whose distinct needs embody the airline’s dual value proposition. The mother character stands for Icelandair’s commitment to premium onboard amenities—ranging from in-flight entertainment, quality food and beverage offerings, Wi-Fi connectivity, to preferential seating—that ensure a seamless and enjoyable flight, while the daughter captures the restless spirit of wanderlust, enabled by Icelandair’s expansive network and frequent flight schedule that unlocks a world of diverse destinations. This storytelling strategy elevates the airline beyond a mere mode of transport by making its service benefits the very catalyst for the journey itself, an approach that aligns with what Clapboard classifies as FORMAT#6—Benefit Causes Story—where the product’s advantages are integral to the plot’s progression rather than serving as mere background or illustrative detail. By humanizing the brand through a relatable family dynamic, the campaign addresses a broad audience spectrum, appealing to travelers who seek comfort and reliability as well as those driven by exploration and discovery, thereby strengthening Icelandair’s competitive positioning amid a travel sector increasingly defined by consumer demand for meaningful, multifaceted experiences. The campaign’s film assets focus on emotional resonance and clarity of message to invite viewers to envision their own dream journey facilitated by Icelandair’s services, making the airline a partner in realizing both practical needs and aspirational travel goals. The strategic narrative also serves to deepen loyalty among existing passengers while enticing new ones by underscoring how Icelandair’s blend of care, innovation, and opportunity supports a holistic travel experience. Clapboard rates this campaign 57/100. This campaign matters to the industry because it demonstrates how travel brands can leverage storytelling that integrates service benefits as narrative drivers to engage emotionally and functionally with diverse traveler motivations.

Credits

Client

Icelandair

Agency

Hvíta húsið

Production House

Norður

Category Mind Map

48%

Icelandair’s 2023 campaign, "More than just the journey," positions the brand as more than a means of transportation by emphasizing the holistic travel experience it offers. The campaign’s core proposition is that flying with Icelandair provides both comfort and a sense of adventure, catering to the varied needs of modern travelers. By narratively focusing on a mother and daughter duo, the brand conveys its dual value: the mother symbolizes the practical amenities such as in-flight entertainment, quality food and drink, Wi-Fi, and preferential seating—elements that ensure comfort and convenience—while the daughter embodies the spirit of exploration made possible through Icelandair’s extensive network and frequent flights to diverse destinations. This storytelling illustrates the brand’s commitment to supporting both the practical and aspirational facets of travel. From a market strategy perspective, the campaign leverages the growing consumer desire for meaningful and multifaceted travel experiences in a time when global connectivity is expanding and adventure-seeking is resurging. Targeting both existing and potential passengers, the creative approach uses a relatable family dynamic to humanize the brand and make its service offerings tangible. The narrative genre and film medium enhance emotional engagement, inviting viewers to see Icelandair not only as a carrier but as an enabler of dreams and comfort. By embodying these dual roles in the mother and daughter characters, the campaign strategically appeals to a broad audience spectrum—those who prioritize comfort and reliability, and those motivated by wanderlust—thus reinforcing Icelandair’s relevance amid competitive pressures in the travel industry.

FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist. This campaign revolves around a mother and daughter’s journey, with each character embodying different core benefits of Icelandair: the mother personifies onboard comfort and amenities, while the daughter symbolizes a yearning for adventure fulfilled by Icelandair's extensive destinations and frequency. The narrative itself is constructed to illustrate that the unique benefits and services offered by Icelandair are the very enablers of the duo’s dream journey, making the product’s advantages the engine that drives the story forward. Rather than presenting a generic story arc or direct demonstration, the narrative is purposefully arranged so that the brand’s benefits initiate and sustain the journey’s experiences, aligning directly with the "Benefit Causes Story" format.

1. SAS (Scandinavian Airlines) – Positioned as the leading airline in the Nordic region, SAS emphasizes sustainability, frequent flights between Europe and North America, and seamless connectivity across Scandinavia. The brand highlights Scandinavian hospitality paired with innovative digital services, catering to both business and leisure travelers seeking efficiency and comfort. 2. Norwegian Air Shuttle – Known for affordable long-haul and short-haul flights, Norwegian prioritizes low-cost travel with a modern fleet and a strong focus on customer-friendly technology. Its strategic angle is making travel accessible while maintaining quality, particularly appealing to younger travelers and budget-conscious adventurers. 3. Finnair – Finnair leverages its geographic advantage as the fastest European connection to Asia. It positions itself as a premium carrier with an emphasis on Nordic design, sustainability, and innovative in-flight service, targeting customers who value efficiency and cultural experience on routes between Europe, Asia, and North America. 4. British Airways – A global full-service airline, British Airways offers extensive international connections with a focus on luxury, reliability, and brand heritage. Its positioning appeals to premium travelers through superior lounge experiences, comprehensive service, and strong global partnerships, particularly between Europe and North America. 5. Air Greenland – Air Greenland serves as a regional carrier focusing on connectivity within the Arctic and remote locations in Greenland and surrounding areas. It differentiates through its commitment to providing essential air services in challenging environments, promoting adventure tourism and cultural tourism for travelers seeking unique Northern experiences.

Q: What is More than just the journey about? A: More than just the journey is a 2023 film campaign created for Icelandair by the Icelandic agency Hvíta húsið. It targets the travel and tourism market in Iceland and centers on a mother and daughter duo whose story illustrates the dual appeal of Icelandair’s service. The mother represents the comfort and amenities offered onboard, such as in-flight entertainment, food and drink, Wi-Fi, and preferential seating, while the daughter embodies the spirit of adventure enabled by Icelandair’s extensive network and frequent flights. The campaign aims to deepen emotional connections by showing why passengers choose Icelandair beyond simply reaching a destination. Q: What creative device does More than just the journey use? A: More than just the journey employs the FORMAT#6 BENEFIT CAUSES STORY creative device as classified by Clapboard’s 12-format taxonomy. This technique builds a narrative where the product’s benefits are the direct cause of the story’s action and progression. In this campaign, the mother and daughter characters personify Icelandair’s core advantages—comfort and adventure—making these benefits the engine that drives their journey. Rather than a generic plot, the story is structured so that the airline’s service features initiate and sustain the travel experience, aligning clearly with the Benefit Causes Story format. Q: What is the campaign proposition for More than just the journey? A: The campaign proposition for More than just the journey positions Icelandair as more than a transportation provider by emphasizing a holistic travel experience that balances comfort and adventure. It communicates to both existing and potential passengers that flying with Icelandair offers practical amenities alongside the freedom to explore a wide range of destinations through frequent flights. This dual message addresses the modern traveler’s desire for meaningful, multifaceted journeys and reinforces Icelandair’s relevance in a competitive travel market by humanizing the brand through a relatable mother-daughter narrative. Q: How does More than just the journey rank in Clapboard's archive? A: More than just the journey holds a Clapboard Campaign Score of 57/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating provides an objective measure of the campaign’s overall impact within the advertising landscape without comparative judgment. Q: Who are the competitors in Icelandair's category? A: Icelandair competes with several key airlines in the Nordic and international travel market. SAS leads the Nordic region with a focus on sustainability, frequent transatlantic flights, and seamless Scandinavian connectivity, targeting both business and leisure travelers. Norwegian Air Shuttle appeals to younger and budget-conscious travelers through affordable fares and customer-friendly technology. Finnair leverages its geographic advantage as the fastest European link to Asia, emphasizing Nordic design and premium service. British Airways offers extensive global connections with a luxury and reliability focus, catering to premium travelers. Air Greenland serves remote Arctic regions, promoting adventure and cultural tourism in challenging environments.