The Tunisair airline was affected by the revolution the Tunisian people undertook in February of last year.Sales decreased 40% and more than 100 Spanish tourists cancelled their trips, as everybody was afraid to travel to Tunisia.

It was a big problem with a difficult objective: we wanted to change opinions. And the only way to do this was to show the city to people so they could see that Tunisia was a safe and peaceful place to visit.

We needed to show to the people that Tunisia was a new city, safe and peaceful. So, our idea was to organise a trip with 70 people who had cancelled their trips last year. We invited them to come with us for 7 days to Tunisia, to show them the new country, the people, the culture, the food, etc. We had 7 days to change their opinions.

Procedure: 1. Convocatoria:- Profile creation;- News post;- Traveller selection;2. The trip and its broascast:- Previous interviews;- Posts and tweets about the trip;- Encourage travellers to share their experience.3. Buzz and communication:- Post-interviews;- Documentary premiere;- Summary of content post.

This campaign impacted more than 2m people through Twitter, Facebook, Instagram, Twitpic and blogs.

Just on Twitter, there were 24,000 impacts, 50 tweets were shared on the social network with a #7daysforchange hashtag and users uploaded more than 80 pictures taken in Tunisia.

The users’ opinions, and the discussions that they had about Tunisia, were fantastic. They talked about the city, the people, the culture, and they took pictures and shared it.

The posts on Facebook and blogs created a dialogue between Spanish and Tunisian users and they created 34,000 impacts.

The experiment gave the travellers a second chance and overwhelmed the cancelled flights, which gives Tunisair credibility and honesty. Show the world there’s a new Tunisia through an experimental action.

We showed the new Tunisia in an emotional way with real people who had changed their mind about the country.