The campaign, Inspired by Iceland, was a co-project of the Icelandic state, the city of Reykjavík, Icelandair, Iceland Express, Promote Iceland–Íslandsstofa, the marketing bureaus of each region of the country and the Icelandic travel industry association.
Átakið, Inspired by Iceland, var samstarfsverkefni íslenska ríkisins, Reykjavíkurborgar, Icelandair, Iceland Express, Íslandsstofu, markaðsstofa landshlutanna og aðila í Samtökum ferðaþjónustunnar.