Case: Visit Farore Islands
A Unique Destination Deserves a Unique Story – Crafting the Brand Narrative for Visit Faroe Islands’ Business Tourism
Client
Visit Faroe Islands
Period
2021–2025
Services
Strategic development of brand story, research, workshops, communication, training
Location
Faroe Islands
Introduction
Project Summary
Visit Faroe Islands aimed to strengthen their strategic focus on business tourism and needed a clear, targeted, and internationally applicable brand story. LoopNordic was invited as a strategic partner to develop a brand narrative strongly rooted in the destination’s overall “UN-destination” brand, with a special appeal to the meetings industry.
The result is UNORDINARY Meetings – a new narrative that leverages the Faroe Islands’ authenticity, nature, and culture as key strengths in a competitive meetings market.
Process and Approach
The project was carried out as an in-depth strategic development process in close collaboration with Visit Faroe Islands and a range of stakeholders:
Research and analysis: Desk research of international trends, interviews with experts in meeting tourism, competitor analysis, and positioning mapping.
Co-creation: Workshops with local meeting industry players, venues, DMCs, and congress ambassadors.
Brand structure: Development of a “Destination Benefit Pyramid” based on the needs of the meetings industry, the strengths of the Faroe Islands, and strategic ambitions.
Brand story: Formulation of a core narrative built around four key elements: Nature, Island Culture, Authenticity, and Connection — with ‘Meaningful Connections’ as the central theme. The brand story provides the destination with a clear verbal identity and strategic direction, targeted at the international MICE market.
Results and Value
The Faroe Islands now have a unique and well-defined brand story for business tourism: UNORDINARY Meetings. It creates a clear and consistent thread between the destination’s identity and the meetings market’s demand for meaning, sustainability, and closeness.
The brand story is actively used in communication, PR, sales, and training of meeting stakeholders in the Faroe Islands — forming the foundation for fam trips, trade shows, and partner presentations, among other activities. It makes it easy to understand and convey why the Faroe Islands are small in size, but great in impact.
LoopNordic continues to facilitate training programs, product development, and other activities for Visit Faroe Islands.
Our passion is to inspire tourists to dream about amazing experiences and brands – and to come and enjoy them.
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