The Faroes Islands, a small archipelago between the Shetlands and Iceland put itself on the map last year—literally—and this year is promoting itself with publicity about a weekend shutdown that will see the island closed to all but volunteers who will come to help with maintenance and upgrades.
Last year’s promotion, mapping the islands’ byways with cameras mounted on the sheep who vastly outnumber the 50,000 residents, earned an official spot in Google’s Street View, and a host of publicity, driving tourism up to 60,000 visitors last year.
This year’s campaign is designed to highlight the archipelago’s scenery, including misty mountains, puffins and very shaggy sheep as well as its turf-roofed houses, Scandinavian roots and local language.
The volunteers, who will receive free lodging, room and board, will help mark paths, create signs and generally improve access, all while generating more publicity and a host of Instagrammable photos.
