Discovering the Northern Lights The Challenge One of the most awe-inspiring natural wonders of the world, the Aurora Borealis is a huge draw for visitors to Iceland and one of Icelandair’s biggest conversion drivers. In light of that, we were asked to produce a piece of content to showcase the spectacle of this incredible sight while positioning Iceland as the world’s premierdestination for experiencing it. The Solution Our solution was interactive microsite Discovering the Northern Lights. This showpiece serves as a primer for prospective travellers, exploring why the aurora happens, its role in history and — crucially — how they can witness it for themselves. The piece’s core interactive component allows readers to get hands-on with the phenomenon. Featuring design by one of the world’s

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