I’ve just been viewing what must be the ultimate piece of crowd-sourcing. Practically the whole population of Iceland (roughly 320,000), from the president downwards, seems to be engaged in a single-minded campaign to reboot their poleaxed economy by inviting you to their home as a guest.
I’d hurry, though. The delicious pancakes with the president and his delightful wife, Icelandic sushi with the bashful mayor of Reykjavik and therapeutic thalasso-footbath with the comely minister of industry, energy and tourism, look like a strictly limited offer, ending in November.
The campaign has been devised by Soho-based agency The Brooklyn Brothers, and trades on an earlier multi-disciplinary Inspired By Iceland concept that recently won them agency of the year and the grand prix at the Euro Effies. Here’s what the blurb had to say:
This campaign involved Icelanders in telling their stories to the world. In July 2010, Iceland hour was created during which Icelanders went online and told the world how much they love their country. Even the Prime Minister got involved!
Within 2 weeks of the launch, over 85% of Icelanders were aware of the campaign. After 6 weeks, over half of the Icelandic public had contributed stories. Within just 10 weeks, the country was perceived as a safe place to visit again, visitor numbers were up 27% against forecasts. The first quarter of 2011 has seen Iceland’s highest tourist numbers ever.
On Facebook alone over 45,000 fans were recruited and over 2 million stories were seen and sent out by fans. Between June and August the live webcams were viewed 60 million times.
In total an additional 73 thousand tourists visited the country from Europe, worth an additional £127.4m to Iceland’s economy. The total campaign expenditure was £2m within this period, giving a short-term ROMI of 62.7:1.
What short-term ROMI will the President’s pancakes create? I must say I’m tempted to help him find out. Anyone interested in the offer should consult inspiredbyiceland.com .