Inspired By Iceland: Ask Gudmundur: The World's First Human Search Engine

Campaign details

Brand: Inspired By Iceland
Agency: The Brooklyn Brothers & Íslenska
Advertiser: Promote Iceland
Country: United Kingdom

Campaign Background & Summary


The Inspired By Iceland (IBI) campaign1 was created in 2010 as a means of increasing tourism confidence in Iceland as a destination following the seismic effects of the Eyjafjallajökull volcano. Rather than targeting potential tourists, the campaign recognized the power of Iceland's existing fans and marketing activity was focused on generating positive word-of-mouth.

Since its launch, IBI has helped to galvanise the tourism industry in Iceland; experiencing twenty consecutive quarters of like-for-like growth, with tourism growing more than 300%. The momentum created by the campaign has helped turned Iceland into one of the most desirable tourist destinations2 in global culture. The campaign had been an unqualified success.