Promote Iceland: Using people power to save a country

A volcanic eruption had disrupted tourism to Iceland whilst the country was still dealing with the collapse of its banks and the impact of this calamity on its economy.

Promote Iceland: Using people power to save a country

Matt SpringateThe Brooklyn Brothers

SUMMARY

On a seemingly ordinary weekday evening back in April 2010, the Eyjafjallajökull 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...

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