The Clever Stunt That Convinced Me To Travel More Than 3,000 Miles

September 10, 2018

I work in PR, so my media diet is heavy. I’m online all the time. And not just “online,” but reading what some may call an excessive number of articles from many different media outlets.

What I’m trying to say is, I’ve read a lot of stories.

And in 2016, I came across this fun article that, for whatever reason, I just couldn’t stop thinking about.

 

As the story goes, “The Faroe Islands have some of the most beautiful roads in the world … but there is a problem. Unlike almost all other parts of Europe, we don’t exist on Google Street View.”

The solution? Attach cameras typically added to the top of cars to some of the Faroe Island’s 70,000 sheep. This quirky request from the Faroe Islands Tourism Board caught the attention of Google, and late last year, Sheep View gave a rare glimpse into the beauty that so few people have seen firsthand.

Just think about that for a minute. The tourism board for a largely unknown Danish territory created a campaign that caught the attention of one of the world’s largest companies. And NPR wasn’t the only media outlet to take notice.

Dozens of media outlets ranging from Travel and Leisure to The Guardian all covered the delightfully quirky campaign. Needless to say, it made quite the impression on me.

Before this, I had no idea what (or where) the Faroe Islands were. But two years later, after being completely infatuated with the idea of a place that has more sheep than people, I booked my flight.

On August 20, I met these sheep on the side of the highway just after landing in Vagar. As the campaign promised, during my five days on the Faroe Islands, I saw what had to amount to well over 1,000 sheep.

I work in an industry that counts impressions by the billions. How many people saw a news article, visited a webpage, or watched a video. But in this case my one impression, just one page view of an NPR article, eventually led me halfway around the world.

And I’m so glad it did. Here are a few more shots of the amazing islands I was lucky enough to explore – all because of this one campaign.

Learn more about SheepView here. And then definitely go to the Faroe Islands.