Promote Iceland: Inspired by Iceland
Principal Author: Matt Springate, The Brooklyn BrothersContributing Authors: George Bryant and Matt Bamford-Bowers, The Brooklyn Brothers; Gurdeep Puri and Janey Bullivant, The Effectiveness Partnership
Summary
When the Eyjafjallajökull volcano erupted in April 2010, tourism to Iceland plummeted; negative stories spread online and the country was left with a projected £180m shortfall in revenue. ‘Inspired by Iceland’ was the campaign created to harness the power of people as media. Icelanders were encouraged to share their inspiring stories through social tools, including Facebook, Twitter and Vimeo, in order to persuade tourists back to Iceland....