Horses of Iceland – Strategic Marketing and Promotion

March 4 2016 | General

Stakeholders in the Icelandic horse community developed a strategic marketing plan to increase the awareness, and strengthen the image of the Icelandic horse in international markets. The objective is to make more people aware of the good qualities of the Icelandic horse, all over the world. The focus will not only be on the horse itself, but also on services, and horse related products, with the aim to enlarge the Icelandic horse community and to have more profitable businesses in this industry.

The project started in 2015 with workshops in Iceland and interviews with people in the Icelandic horse community in many other countries; to review and gather insights for the strategy process, and to build the brand of the Icelandic horse. People in the Icelandic horse community took active part, both in the workshops and in giving valuable input. Data, statistics, reports and research on the subjects were reviewed, and all of this was used by the marketing consultant to develop the brand strategy – the vision, positioning statement, brand pillars and character.

The brand The Icelandic horse should be understood in broad context and as a common denominator for all the diverse activities related to the Icelandic horse and the community of riders the world over.