So Stressed You Could Scream? Iceland Has The Answer

Anna Kroupina, Open Jaw

Covid got you by the short hairs? Feel like you’re reaching the breaking point? How about a big fat wide mouth scream at the top of your lungs to let off some steam? 

Iceland is inviting the world to “Let It Out”!

Promote Iceland, the destination's tourism marketing agency, is encouraging people around the world to scream. The splendid vocalizations will then be played at the top of one of the country’s glaciers or by a waterfall... to be absorbed by nature.

A website for the ad campaign, dubbed "Let It Out" or "Get Rid of It," explains why a wail in Iceland is the emotional outlet we all need. 

"You’ve been through a lot this year and it looks like you need the perfect place to let your frustrations out. Somewhere big, vast and untouched. It looks like you need Iceland," Promote Iceland says.

The Canadian government continues to advise against non-essential travel, but with seven loudspeakers placed in picturesque locations across Iceland, you can let 'er rip without leaving the country. A button at the top of the site invites users to join in with the phrase, "Tap to scream." 

Promote Iceland's yellow speakers play the screams of people from around the globe amid peaceful scenery like glaciers, caves and waterfalls. People who participate receive a video of their scream as it's broadcast from one of the stunning locations. 

"Record your scream and we’ll release it in Iceland’s beautiful, wide-open spaces. And when you’re ready, come let it out for real. You’ll feel better, we promise," the marketing agency says. 

The campaign is light-hearted, but Promote Iceland still wants users to take mental health struggles during the pandemic seriously. 

“It is exciting to be able to invite people to experience Iceland in this way. I think we all need to release stress after the last few months, and Iceland has everything to offer for people who need a refreshing experience, whether it's a digital visit to relieve stress or a real visit for a relaxing holiday," said Thordis Kolbrun, Iceland's Minister of Tourism, Industry and Innovation.

Anna Kroupina

Anna Kroupina Journalist

Anna is OJ's newest member and she joins the team as a writer/reporter. She co-writes the daily news and covers events. Although she's new to the industry, pursuing a career path in travel/tourism has been a goal since her first family road trip to the Florida Keys sparked a desire to discover the world and this exhilarating, fast-paced industry.



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