Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Inspired By Iceland
Ask Guðmundur

RAN IN: United States, Canada

CLIENT
Promote Iceland

AGENCY
The Brooklyn Brothers *Lead Agency


Islenska *Lead Agency


SUMMARY

The power of a content-led approach and seven Icelandic Guðmundurs.  With a budget of only $2.1m, Iceland created a radically new type of tourism campaign using Responsive Content rather than traditional communications to rapidly change the attitudes and behaviours of tourists, adding $44.7m to the economy with a ROI of 21.3:1. "Iceland invites you to send your questions to #AskGudmundur. I gather that Iceland has a lot of folks called Guðmundur and they'll answer." President Barack Obama

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: PR

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Contests;Mobile/Tablet Optimized Website;PR;SOCIAL MEDIA

Audience: Enlightened travelers

Objectives: Increase awareness

Type: Business to Consumer

Classification: Multinational;Non-English

Language: English