case study: inspired by iceland
DESCRIPTION
Case study by Cleverwood: How social media rescued Icelandic tourism after the volcano explosion.TRANSCRIPT
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
4
Realisation
5
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