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...