The challenge was to grow tourism in Iceland outside peak summer months through global PR that inspired ‘enlightened tourists’ to visit Iceland during winter and talk about their experiences. Winter visitors to Iceland were treated as ‘honorary islanders’ not just tourists. As honorary islanders they had access to special experiences offering a personal insight into the life of Iceland, as islanders opened their homes and invited them in. It was the most successful winterin Iceland’s history, with the campaign making the news in 57 countries and 1.18 billion global impressions, and increasing revenue by £34 million.