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 £127.4m to the Icelandic economy with a ROMI of 62.7:1.

To keep growing the momentum of the campaign, we wanted to reward contributors with a truly public 'thank you'. We held a live web cast concert for the people of Iceland and our supporters worldwide. The event provided a fitting climax to the campaign with acts like Spiritualized and Damien Rice performing to over 6000 Icelanders and 120,000 people who watched the concert live in over 52 countries across the world (including places as far apart as Hawaii, Sao Paulo and Tokyo).