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How social media rescued Icelandic tourism after the volcano explosion @Cleverwood
| Date post: | 26-Jun-2015 |
| Category: |
Marketing |
| Upload: | cleverwood-belgium |
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How social media rescued Icelandic tourism after the volcano explosion
@Cleverwood
Background
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14th of April 2010
30% less tourisme Prediction: £180m less revenu
Problem to solve
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• 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
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Realisation
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Results
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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
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• Mass social participation can work
• Use personal stories to stimulate engagement
• A national online event can create more awareness
