Here’s the Top 3 of June:
- Intersport’s The Ad that Ran by OgilvyOne Prague
- Puerto Rico Tourism Company’s Miserable in Puerto Rico by JWT Puerto Rico
- MoveHub’s Putting MoveHub on the Map by MoveHub
After the economic collapse in Iceland, tourism replaced banking as the most important industry for the country. But then the Eyjafjallajokull volcano erupted in April 2010, and tourism to Iceland plummeted. The country, with a population of only 325,000, needed to turn the tide of negative opinion quickly and sparingly in time for the summer season. The ‘Inspired by Iceland’ campaign was created to use the power of people to share their personal stories that would rapidly change perceptions. As a result, the campaign generated £138.7 million tourism revenue with an ROI of 61:1.