Promote Iceland criticized for using foreign production talent
Icelandic filmmakers have expressed their surprise and bemusement at Promote Iceland’s decision to outsource the production of a recent promotional video to international producers Pulse Films. The video is part of Promote Iceland’s ongoing campaign, “Inspired by Iceland”, and supposed to introduce Iceland as an exciting winter destination.
Interviewed by Vísir, Hrafnhildur Gunnarsdóttir, Chair of the Icelandic Filmmakers Association, said: “It is incredibly strange, especially in the current climate when Icelandic filmmakers are struggling to survive, that they look for foreign producers. It is weird that they don’t try to get Icelandic filmmakers involved.” Stefanía Thors, Vice Chair of the Icelandic Filmmakers Association, expressed the same sentiment: “It is bizarre that Promote Iceland doesn’t trust Icelandic professionals to promote Iceland”.
Promote Iceland’s spokesperson Daði Guðjónsson explains that they preferred the filmmakers “to know little about the country”. He also noted that the directors have worked with “world famous entities like 50 Cent, Katy Perry and Nokia. You must not forget that this is a global marketing campaign and getting someone like this to work for us entails certain opportunities.”
Promote Iceland was established in 2010 to create and broadcast a coherent image of Iceland and strengthen its international reputation. While it belongs to the State and is publicly funded, the majority of its board is appointed according to recommendations from SA Business Iceland, a “service organization for Icelandic businesses”.