At street level, Icelandair used spectaculars, bus Ultra Super Kings, and bikeshare media. Underground, Liveboards, Digital Livescapes, turnstile media, train wraps, and interior cards added a second layer to the campaign, efficiently maximizing its reach and frequency in the city core.

With a vaporwave color scheme, cheerfully illustrated window views, and a tease for the chance to win a trip to Iceland, the campaign caught attention in every format. Event details and a QR code helped transmute that attention into action.

Thanks to the 25MM-impression campaign and its organic social reach of 493K, the three-day event saw 7,500 attendees, a complete sellout. But it drove more than just awareness; Icelandair also saw an increase in transatlantic travel intent, brand consideration, and the ultimate airline bottom-funnel metric: flight bookings.