FRANK & EARNEST COMMUNICATIONS RESIGNED BY ICELAND’S LOW FARE CARRIER

Frank & Earnest Communications have been re-signed by low fare carrier Iceland Express for a second term as their UK PR agency. Having delivered during 2003, driving tourism to Iceland and raising awareness of the country’s benefits; 2004 looks to focus more toward brand awareness.

During 2003 Frank & Earnest Communications were instrumental in the 45% rise in travel between London and Reykjavik, culminating in an average 94% fill rate on the service, which has lead Iceland Express to double their flight service.

Ludvig Georgsson Marketing Director of Iceland Express comments; “Whilst we were initially cynical about the effect and benefit of PR, Frank & Earnest Communications delivered watertight solutions to our 2003 marketing needs. 2004 requires us to adopt a different approach which we found was clearly supported by Frank & Earnest’s strategy. We find their service personal yet professional and most importantly cost effective.”

This year’s approach involves strategic media relations to support the airlines planned expansion as well as promotions and events that drive key brand messages. Due to the market growth of low fare carriers the tourism industry has become more competitive. With so much choice available the need to create unique and creative solutions is stronger than ever.

Brett Gregory-Peake, Director of Frank & Earnest Communications comments; “When we approached the 2003 campaign we recognised that despite Iceland’s label as being one of the world’s coolest destinations, there was a distinct lack of awareness. Realising this we treated Iceland as a new destination, praising Iceland Express for the new found accessibility that has caused Iceland’s renaissance. We are delighted with the results of our 2003 campaign and look forward to leading Iceland Express to similar success in 2004.”