Challenge:

We were asked to develop the next stage in the successful ‘Inspired by Iceland’ campaign that had turned around Iceland’s tourism industry following the ash cloud in 2010.

The first stage had reversed decline in the all important summer tourism, but for the next stage the Icelandic government challenged us: “How do we get more people to visit our country during winter?”

Objectives:

1.) Increase tourism numbers during winter

2.) Generate global PR and get people talking

Strategy:

Our target was ‘Enlightened Tourists’: seasoned travellers, quick to reject traditional marketing in favour of peer recommendation. Research showed they thought Iceland as a summer destination, with most being put off in winter by the ‘cold and dauntinge’ impressions created by its name.

The truth is that over 80% of winter visitors recommend the experience.

We harnessed the power of peer recommendation to publically challenge the mistaken impressions created by Iceland’s name.

Idea

This winter, we set out to find another name for Iceland – one that better describes the reality.

Over 5 months we used an extensive online outreach and PR program to stimulate fans’ suggestions. We toured the country seeking submissions and attended the biggest cultural events.

After receiving over 25,000 responses and provoking an international debate, The Mayor of Reykjavik announced the winner and opened a unique gallery in its honour.

Results

We made news in 42 countries, generated 910 million global media impressions, added £154.3m to Iceland’s economy and created the most successful winter in Iceland’s history.

Iceland By Another Name

In winter 2012, we set out to find another name for Iceland – a name that better describes the reality.

Over the course of 5 months we used an extensive online outreach and PR program to stimulate fans’ participation. Along the way, we toured the country seeking visitors’ suggestions and attended the biggest cultural events.

The story was covered by every major news organisation globally.

Finally, after receiving over 25,000 responses and provoking an international debate, The Mayor of Reykjavik announced the winner and opened a unique gallery in its honour.

‘Iceland By Another Name’ caught the imagination of enlightened tourists, commentators and Icelanders alike, helping to create the most successful winter in the country’s history:

1.) Increase tourism numbers during the winter months:

- Iceland experienced a 36% increase in visitor numbers.

- This accounts for £154.3m incremental revenue.

2.) Stimulate public advocacy and involvement:

- More than 25,520 responses from fans in 42 different markets.

3.) Generate global PR and get people talking about Iceland

- The campaign earned 910 million global media impressions.

- £9m worth of coverage on £1.5m spent.