Jun 26, 2026
Back in April, Icelandair posted that they were looking to hire a “really bad photographer” for a 10 day assignment.
In an Instagram post — which got nearly 55,000 likes — the company wrote: “The search for a really bad photographer is on! Do you (not) have what it takes? We want to prove that even the worst photographer can take great photos of Iceland. We need you!”
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By May 1, they’d received 127,642 applications.
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“It turns out there are a lot more bad photographers out there than we ever expected” the airline wrote on their website.
On May 29, they narrowed it down to 13 finalists, and on June 3, after over 2,000 hours of screening and interviews, they announced their choice for the worst photographer.
Icelandair’s ‘really bad photographer’ and what she gets for holding that title
In the end, Icelandair chose Blanche Montemard — a 28-year-old who lives in Paris — as their photographer of choice.
“Blanche stood out for her unbelievable ability to take poor photos. Beyond her technical shortcomings, her personality and her authentic approach to travel were equally compelling. At Icelandair, we believe not every journey needs to be perfectly captured to be meaningful, and that’s why Blanche is perfect for the job” the airline wrote.
In her bio, Montemard wrote “I approach photography the way people pack carry ons: ambitiously but limited by reality.”
This made her perfect for the job, and now, she gets to enjoy a 10 day trip — or assignment, rather — to Iceland. Here’s what this gig offers:
- Approximately 10-day planned trip in Iceland
- Travel expenses covered
- $50,000 for taking photographs and producing content
- Photos will appear in a global campaign, and may appear in other publications and exhibitions
The aim of this campaign is to show that even the worst photographer can’t take a bad photo of Iceland. Plus, you get to watch Montemard chronicle her trip via Icelandair’s social media in a series they’re calling “The Diary of a Really Bad Photographer.” This personal touch might just be one of the most unique — and maybe best — tourism marketing tactics to date.
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Icelandair is adding a fun, personal touch to their marketing
Icelandair’s really bad photographer campaign is a fun concept as is. Add in a stellar personality that everyday travelers can relate to as she documents her Iceland experience, and you’ve got content people can enjoy following that may even inspire their next trip.
According to HubSpot’s 2026 State of Marketing Report, 93% of marketers said that personalization improves leads or purchases. On top of that, short form video content generated the most ROI of any media formats companies used for their content strategy with 104% more marketers naming it their most valuable channel compared to 2024.
“For years, friends and family have asked why my photos always look disappointing. I’m thrilled to finally have an answer: I was training for this role. This project celebrates imperfection — probably the only photography competition I ever stood a chance of winning” Montemard wrote.
In the end, her imperfect adventure could translate to some more passengers for Icelandair, or maybe even inspire other airlines and tourism companies to hold contests that let everyday people shine.
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Em Norton is a Content Specialist at moneywise.com. They have been with the company since 2022.
