Measurable success from Horses of Iceland’s marketing activities

Horses of Iceland (HOI) has published its annual report, outlining its emphasis and marketing actions in 2019, listing all shows and events attended by its representatives, as well as the value creation and community development on social media – which is in constant growth.

“In the past four years HOI has participated in a myriad of actions to promote the Icelandic horse in our main target markets and assisted various projects that support the brand ‘Horses of Iceland – bring you closer to nature’. These years have been educational, and we have managed to build up a large and strong community which will continue to spread our message indefinitely,” says HOI project manager Jelena Ohm. “We are extremely grateful for our partners who embarked on this journey with us and helped us realise this project.”

The results of HOI’s marketing activities during the first four years after its launch in 2016 have also been compiled in a special report. Here are some notable statistics:

• 54,700,000 impressions on social media
• The value created amounts to USD 580,200
• Followers on Facebook and Instagram total 110,300
• 1,500,000 guests attended shows where HOI promoted the Icelandic horse
• Features following press trips reached over 290 million people
• HOI’s videos were viewed more than 3 million times
• 70 partners from 5 different countries have joined the project

There were many highlights last year. These include:

• A video contest was held in celebration of the International Day of the Icelandic Horse on 1^st May 2019 and more than 30 videos were submitted. Around Iceland, horse associations organised exciting events. On Iceland’s National Day, 17^th June, HOI held a demonstration of the different gaits and other events in central Reykjavík, which garnered considerable attention.
   
• In July 2019 HOI and the Icelandic Horse participated in Falsterbo Horse Show in Sweden for the first time ever. The show, which celebrates its 100^th anniversary this year, has strong roots in the international equestrian world and it’s the largest FEI event in Scandinavia.
   
• HOI also participated in the Championships for Icelandic Horses in Berlin, Equine Affaire in the USA and Sweden International Horse Show. HOI was invited to the World Horse Culture Forum in China. A Chinese delegation is interested in visiting Iceland to learn more about Icelandic horse culture.
   
• The Icelandic horse was covered by international media following press trips. For example, FEI TV made two documentary episodes that were aired in February 2019, reaching approximately 240 million viewers. Documentary programme Equus Worldwide on Horse & Country, which has 45 million subscribers, featured the Mývatn Open ice tölt competition and equine studies at Hólar University. Articles on Laufskálaréttir horse roundup appeared in the online edition of CNN Travel and on Metro Online (the largest online newspaper in the UK), among other media.

The original contract between HOI and the Icelandic government expired at the end of 2019. On April 2, it was formally extended by 18 months when it was signed by Minister of Fisheries and Agriculture Kristján Þór Júlíusson and representatives of HOI.

A new long-term contract is being worked on so that HOI can continue its important marketing operations for years to come.

Here you can read the project’s annual report for 2019, 2018 and 2017.

Text: Eygló Svala Arnarsdóttir. Photo: Gunnar Freyr Gunnarsson.