Iceland launches a tourism campaign that turns its “notoriously difficult-to-learn” language into a challenge you can sing. The hook is a catchy karaoke track called “The A-Ö of Iceland”, designed to help tourists get to grips with Icelandic by working through the 32 letters of the Icelandic alphabet and pairing them with common words and phrases.
Performed by Icelandic comedian Steindi Jr, the song leans into the joy of trying. It plays with the difference between a torfbær (turf house) and a bílaleigubíll (hire car). It also makes you remember to pack your sundskýla (trunks) for the sundlaugar (swimming pool).
The Iceland tourist board then releases a companion video showing tourists attempting to sing along. The result is exactly what the campaign promises. A playful struggle that makes the language feel less intimidating and the destination feel more human.
Why this works as tourism marketing
Language is often positioned as a barrier. This flips it into a shared experience. You do not need perfect pronunciation to participate. You just need curiosity and a willingness to try.
That is a powerful shift for tourism. It turns the destination into an active character in the story, not just a backdrop for landscapes.
Karaoke is the format. Participation is the strategy
Karaoke is not just entertainment here. It is a behaviour pattern people already understand. Follow the lyrics. Try to keep up. Laugh at yourself. Share the attempt.
That makes the campaign naturally distributable. The content is designed to be repeated, performed, and passed on.
The pattern to steal
If you want to make a cultural “friction point” feel inviting, the structure is replicable:
- Pick one authentic challenge the audience expects.
- Turn it into a lightweight game with a clear beginning and end.
- Let the audience generate the proof of participation through their attempts, not through brand claims.
A few fast answers before you act
What is “The A-Ö of Iceland”?
A tourism karaoke song that walks through the 32 letters of the Icelandic alphabet and teaches common words and phrases.
Who performs the song?
Icelandic comedian Steindi Jr.
What is the campaign asking tourists to do?
Try to sing along and, in the process, get more comfortable with Icelandic.
What is the core marketing idea?
Turn language difficulty into an enjoyable participation challenge so the destination feels accessible, memorable, and shareable.