Promote Iceland: Inspired by Iceland
The Brooklyn Brothers/Islenska
This is how a country of 318,000 people, with a budget of only £2m1, created a new type of tourism campaign that used people power rather than a traditional communications approach to rapidly change perceptions of tourists globally, adding £127.4m2 to the Icelandic economy with a ROMI of 62.7:13.
THE CHALLENGE
Iceland's Economy Under Threat Again Iceland had transformed itself from one of Europe's poorest countries to one of its wealthiest in the space of a generation4. Fast-forward to September 2008 and Iceland...