Promote Iceland: Inspired by Iceland

The Icelandic government wanted to reverse the negative opinion of Iceland, caused by its reputation as the biggest casualty of the 2008 financial crisis and the eruption of a dormant volcano which caused air travel chaos in 2010.

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...

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