Promote Iceland: Inspired by Iceland

When the Eyjafjallajökull volcano erupted in April 2010, tourism to Iceland plummeted; negative stories spread online and the country was left with a projected £180m shortfall in revenue.

Promote Iceland: Inspired by Iceland

Principal Author: Matt Springate, The Brooklyn Brothers Contributing Authors: George Bryant and Matt Bamford-Bowers, The Brooklyn Brothers; Gurdeep Puri and Janey Bullivant, The Effectiveness Partnership

Summary

When the Eyjafjallajökull volcano erupted in April 2010, tourism to Iceland plummeted; negative stories spread online and the country was left with a projected £180m shortfall in revenue. ‘Inspired by Iceland’ was the campaign