Although a relatively unknown airline, Icelandair has big ambitions. TutchCommunication was requested to help the brand reach higher levels in the marketing-strategic and communication field towards retail and consumer. In addition to PR and extra television exposure, TuchCommunication has provided a number of large media barters such as Skyradio, SBS and the Telegraaf Group. On top of that, a Noorderlicht event for the travel industry was organized at the Heineken Music Hall. Thanks to these actions, Icelandair has increased both in retail and in consumer awareness and the number of Netclub members has increased from 10.000 to 35.000 members; which is an important strategic tool for special offers. By 2009, the number of travellers had increased to 65%.