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Travel & Tourism

Paid Media & COVID-19: Messaging That Makes The Most Impact

Produced by Hanapin Marketing

Who is the client


Icelandair is the flag carrier airline of Iceland. It offers transatlantic flights to Iceland & Europe from North American cities such as New York, Boston, Seattle, Denver & DC.


What Happened


With travel severely impacted by COVID-19, Icelandair not only needed to change its messaging, but it also needed to understand what kind of messaging was going to make the biggest impact at the moment for the business.




When the virus was first declared as a pandemic, many were already traveling for Spring Break, vacation, work, etc. As things progressed and traveling was discouraged, Icelandair understood that people still needed to get home.


To respond quickly to their audiences’ needs, they:


  • pivoted their strategy to highlight transatlantic routes that could help get people home quicker
  • changed their messaging to “Let Us Get You Home” in their search and programmatic campaigns
  • highlighted their flexible rebooking policy and used it in sitelinks



How this helped the business during the crisis


Remaining diligent to reach customers needing their services helped Icelandair to sell flights and generate revenue despite the travel-restricted environment. While the travel industry will continue to be impacted for the duration of the virus, keeping up brand awareness will help Icelandair in the long-term.