They really did it right. In addition to my beloved Icelandic dance video, they focused inwardly on the 318,000 residents to re-invigorate their love for their home country by encouraging them to share Iceland stories on video (833 total with over a million views).
By the end of 6 weeks, over half the Icelandic population had contributed stories. In total 2 million stories were sent out through social channels, the website, and through email. Most importantly though there was a 32% shift in positive perceptions of Iceland as a tourist destination.
This led to Iceland seeing an additional 79,252 tourists visiting the country each bringing an average of £1750 in revenue. This mean the campaign was worth an additional £138.7m to Iceland.
Genius idea, getting the people that know a country best to sing, dance, shout and speak its praises. Imagine if you were a business and had employees (and hey, clients too!) making songs about how much they love you? Magic.
Just like Iceland