Visit Iceland encourages visitors to switch off from the endless cascade of messages and emails that they face in their daily lives by ‘outhorsing’ their work emails for the duration of their stay.
A one-minute spot was created for the campaign, featuring horses answering tourists’ work emails by walking across giant keyboards and answering with randomly typed gibberish.
The agency even created a website for the task (outhorseyouremail.com), which allows users to enter their work email address and the dates of their holiday, before ‘outhorsing’ their email address to a specially trained equine.
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As part of the campaign, Visit Iceland commissioned an international survey which found that over half of respondents check their work emails while on holiday. Close to 60% of those surveyed said that managers and colleagues expected them to reply even during their time off.
“When visitors travel to Iceland we want them to fully experience everything our nation has to offer, from breathtaking surroundings to endless landscapes and friendly faces,” Visit Iceland head, Sigríður Dögg Guðmundsdóttir said.
“Our ‘OutHorse Your Email’ service lets them do just that, taking away the pressure of feeling as if they have to be always on and instead allowing them to be present throughout their trip.”
Horses of Iceland project manager, Jelena Ohm added: “Our talented horses took naturally to the ‘OutHorse Your Email’ service, tölting and galloping their way across the fields and creating a range of unique emails that will help holidaymakers enjoy their trip without any interruptions.”
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