Case study by Cleverwood: How social media rescued Icelandic tourism after the volcano explosion.

1. How social media rescued Icelandic
tourism after the volcano explosion
@Cleverwood

2. Background
2
14th of April 2010
30% less tourisme
Prediction: £180m
less revenu

3. Problem to solve
• How can we increase the amount of visitors?
• How can we change the negative opinion about
3
Iceland as a tourist destination?
• How do we tell the story without making it feel like
government-sponsored marketing?

4. Realisation
Facebook
4

5. Realisation
Twitter
5

6. Realisation
Video
6
Own video
Videos from fans

7. Results
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1. 79,252 additional visits above the
forecast
2. Total revenue was £138,7m.
3. The perceptions of Iceland increased in its
48% three main market tourist markets.
25% 24%

8. Learnings
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• Mass social participation can work
• Use personal stories to stimulate engagement
• A national online event can create more awareness