Selling an “untrue story” harms our reputation

Visit Faroe Islands’ new advertising campaign is misleading, causes unease at travel agencies across the world and can damage our international reputation.

This is the view of Niels Uni Dam, who owns the Nudlavirkið advertising agency.

“It is simply not true,” he says. “They are selling a lie.”

Weekend of maintenance

In the advert, Prime Minister Aksel V. Johannesen announces that the Faroes will close to visitors for a weekend of “maintenance” to protect the islands from a blossoming tourism industry.

One hundred permits will be handed out to tourists wishing to join the “Faroese Maintenance Crew” over the weekend of April 25-27.

They will be put to work tending to footpaths, protecting birdlife sanctuaries and constructing viewpoints. No other visitors will be allowed, according to the advert.

Misleading advert

But, according to Niels Uni Dam, this is just not true – it is simply an advertisement.

He said it is problematic that the Prime Minister, the country’s top authority, goes on record as saying the country will be closed for a weekend in April.

“The country is not closing to visitors; it will be business as usual,” he said. “In marketing, it is common to paint a picture that is slightly rosier than reality, but using the Prime Minister to sell a lie can seriously hurt our reputation.”

A different stage

According to Guðrið Højgaard, the head of Visit Faroe Islands, there is a big difference between communicating in the local media and in international media.

“This is our third advertising campaign. The ‘Sheep View’ and the ‘Faroe Islands Translate’ campaigns have been tremendously successful in placing us on the map, and this new one is showing early promise too,” she said.

“When a tiny nation like ours targets the international market, we need to be creative to make an impact. And that’s what we have done.”

Only tourism attractions close

Højgaard denies that the Prime Minister lied in the advert, saying that no country can ever close down entirely.

“Even a nation like North Korea is not closed down entirely. What we are saying in the advert is that ten of the main tourist attractions in our country will be shut down for one weekend in April,” she said.

“That is a lot for a tiny country like ours, and that’s why international media have picked up on this story. The result is hundreds of positive stories about the Faroes, giving us extremely valuable media coverage from all over the world.”

Translated by prosa.fo