How social media rescued Icelandic tourism after the volcano explosion

@Cleverwood

Background

2

14th of April 2010

30% less tourisme Prediction: £180m less revenu

Problem to solve

3

• How can we increase the amount of visitors?

• How can we change the negative opinion about Iceland as a tourist destination?

• How do we tell the story without making it feel like government-sponsored marketing?

Realisation

Facebook

4

Realisation

Twitter

5

Realisation

Video

6

Own video

Videos from fans

Results

7

1. 79,252 additional visits above the forecast

2. Total revenue was £138,7m.

3. The perceptions of Iceland increased in its three main market tourist markets.

UK Germany Denmark

48%25% 24%

Learnings

8

• Mass social participation can work

• Use personal stories to stimulate engagement

• A national online event can create more awareness