Iceland tourism campaign, Inspired by Iceland began in June 2010 after visitor numbers to Iceland dropped rapidly due to the Eyjafjallajokull volcanic eruption in April 2010. Since it’s inception, the campaign has been encouraging people to visit Iceland again by organising many events across the country, showcasing Iceland’s culture and natural beauty, as well as allowing individuals to share their stories and memories.
The first event organised by Inspired by Iceland, ‘Iceland Hour’ involved the whole nation leaving messages online, welcoming and encouraging the world to experience Iceland for themselves. Over 1 million messages and e-cards were sent and the Inspired by Iceland promotional video was downloaded over 1 million times, proving the event to be extremely successful.
On 1st July 2010, the ‘Iceland Inspires’ concert, which took place in downtown Reykjavik, was also a very successful event. The open-air concert, which featured Damien Rice, was streamed live over the Internet, giving viewers the chance to watch the event from anywhere in the world. The concert proved to be a huge success with over ninety thousand visits from fifty-two countries tuning in through Inspired by Iceland’s website.
As a result of the campaign’s success, Inspired by Iceland won the ICCA Awards 2010, which recognises the excellence and outstanding achievements of organisations in their effort to market their destination or product. The campaign was also nominated for a Global Effie Award, as well as being nominated for two awards at the European Excellence Awards.
The campaign’s success quickly attracted global media attention for the country with USA TODAY voting Iceland as a top travel destination for 2011, and Lonely Planet listing Iceland’s Westfjords as one of its ‘Top 10 regions to travel for 2011’. In addition, CNN’s travel website, CNNGO featured Reykjavik as the top holiday destination for Christmas 2010.
With the recent opening of HARPA, the Reykjavik Concert Hall and Conference Centre, the Icelandic nation doesn’t show any signs of slowing down and with this, the Inspired by Iceland campaign continues to grow; 2011 looks set to be another prosperous year for Iceland tourism.