The Polite Tourist Bouncer

Agency: Kubbco


Icelandair has launched a new online and social media campaign, “The Polite Tourist Bouncer” in collaboration with international social media agency - Kubbco, and creative agency Hvíta Húsið. The campaign highlights the benefits of Icelandair's Stopover offering, where customers can book a stopover in Iceland between European and North American destinations.

The new campaign centres on a mockumentary-style film showcasing Icelandair’s ‘Polite Bouncer’, Hugi, whose job it is to ensure tourists do not overstay their stopover and make it to their final destination. Because of their love for Iceland, this is easier said than done.

The film runs on YouTube and across social, and is supported by a series of unique content pieces and behind-the-scenes extras. The next part of the campaign, also created by Kubbco, introduces “The Returning Stopover Tourist” and will launch early next year.

“The Polite Tourist Bouncer” is the next stage in the brand’s global marketing campaign “Easy to stop, hard to leave” which launched earlier this year.

Icelandair has been offering its customers the option to book an Iceland stopover since the 1960s, growing in popularity in the early 2000s. Through the stopover, you can stay in Iceland at no additional airfare as you cross the Atlantic, giving Icelandair the chance of reaching out to an audience willing to experience something out of the ordinary, as part of their journey.

Gísli Brynjólfsson, Marketing Director at Icelandair said: “The Icelandair Stopover is an important component of our business model, and one we want to continue to grow and raise awareness of. With this new series, we’re excited for the next stage of our “Easy to Stop. Hard to Leave” campaign continuing to offer consumers a new way of viewing transatlantic travel. We want to turn something normally seen as an ordinary part of a journey, into an unforgettable, once-in-a-lifetime part of their trip.”

Emils Lukasevics, Chief Creative Director at Kubbco, said: “Making the concept of “Easy to Stop. Hard to Leave” come to life on social media has been an incredible task that we’re proud to be a part of. With Hugi - the Polite Tourist Bouncer, we’ve tapped into the loveable and warm spirit of Iceland. On top of that, we’ve created a unique social-first campaign that is shareable, engaging, and will bring more tourists to Iceland for a stopover. It’s great to see a brand like Icelandair embrace social-first campaigns instead of doing cut downs of commercials made for TV - which is not favoured by either platform or the audience.”

This professional campaign titled 'The Polite Tourist Bouncer' was published in Iceland in October, 2023. It was created for the brand: Icelandair, by ad agency: Kubbco. This Film medium campaign is related to the Travel and Tourism industry and contains 2 media assets. It was submitted 5 months ago.


Client: Icelandair
Marketing Director: Gísli Brynjólfsson
Digital Marketing Manager: Johann Benediktsson
Global Brand Manager: Guðrún Haraldsdóttir

Agency: Kubbco
Chief Creative Officer: Emils Lukasevics
Copywriter: Josefine Forslund
Script: Sean Berndorff
Chief Strategy Officer: David Juul Ledstrup
Planner: Mads Viksnins
Editor: Renars Kaulins
Colour Grading: Artūras Buividavičius
Account Management: Yu Zhao
Project Manager: Tai Carstensen

Production Company: Hvíta Húsio
Producer & Director: Guðmundur Þór Kárason
Assistant Producer: Sveindís Guðmundsdottir
DOP (Director of photography): Tómas Örn Tómasson
Sound engeneer: Sigurður Ingvar Þorvaldsson
Set designer: Aron Bergmann Magnússon
Costumes & Casting: Alda Björg Guðjónsdóttir
Make-up artist: Sunna Björk Erlingsdóttir
Production Assistant: Orri Guðmundsson
Lead actor: Oddur Júlíusson
Lead actress: Rebecca Scott Lord
Behind the scenes DOP: Sigurður Pétur Sigurðsson
Marketing Consultant: Eirikur Gudleifsson


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