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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

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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