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

This case study explains how Promote Iceland, the country's tourist board, recruited ordinary Icelanders to answer prospective tourists' questions.

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

Campaign details

Brand: Inspired By IcelandAgency: The Brooklyn Brothers & ÍslenskaAdvertiser: Promote IcelandCountry: United Kingdom

Campaign Background & Summary

THE NEED FOR MORE PROFITABLE TOURISM

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...

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