“More visitors than you might think book their stay at very short notice. These are people who are on holiday in northern Sweden or on a business trip and “discover” the chance to experience our unique environment. It may be someone who wants to try out hunting, fishing or white water rafting, or to see our renowned exhibition of ice art, that is open all year round.”

In order to reach the large group of spontaneous visitors, the Ice Hotel uses digital displays, among other things, at the Kiruna Tourist office. The displays are also used at trade fairs and elsewhere that the Ice Hotel wants to make its presence known. Two displays on a stand show specially made films that present the unique environment that forms the Ice Hotel and the nearby natural surroundings, while a third display provides the message, concerning the accommodation and local activities.

People stop and stare
“It is perfectly obvious that the displays have the ability to make people stop and stare. People are always standing there and looking with fascination at the films, and absorbing the message,” says Roger Jacobsson.

An important marketing channel in the wider world are the seven ice bars that, apart from the one in Jukkasjärvi itself, are in Stockholm, Milano, London, Tokyo, Köpenhamn and newly opened in the summer of 2007 in Shanghai. The bars are open all year round and maintain an indoor temperature of minus 5 degrees Centigrade. The entire decor, right down to the glasses in which drinks are served, consists of ice from the Torne Älv in northern Sweden, all of which is a good advertisement for the Ice Hotel.

“We have plans to develop the ice bars concept, so that they will all have digital displays to show both films and advertising for the Ice Hotel. This can reinforce the connection to our concept for the guests, while giving us at the same time a new and effective marketing channel to the moneyed international market,” continues Roger Jacobsson.