Promote Iceland: Inspired by Iceland

Following the 2008 financial crisis and the 2010 ash cloud that grounded flights across Europe, the Icelandic government wanted to reverse the negative buzz surrounding the nation.

Promote Iceland: Inspired by Iceland

The Brooklyn Brothers / Islenka

SUMMARY

On a seemingly ordinary weekday evening back in April 2010, the Eyjafjallajökulll volcano unexpectedly erupted.

Black ash clouds spread across the skies of Europe and world air travel came to a standstill.

Tourism numbers to Iceland plummeted ahead of the all important summer season. If left unchecked, this would mean another disaster for the already embattled country.

This paper is about how planning began the fight back by creating a new type of tourism campaign that used people power rather than a traditional communications approach to rapidly change the...

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