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Inspired by Iceland COVERAGE REPORT

‘ICELAND BY ANOTHER NAME’ WEEK TWO RESULTS (W/C 17 th September) . Inspired by Iceland COVERAGE REPORT. HEADLINEs. 35.4 MILLION COMBINED TOTAL MONTHLY VISITORS. 26.7 MILLION IMPRESSIONS DELIVERED TO DATE. 314 NUMBER OF ARTICLES. FIRST WEEK.

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Inspired by Iceland COVERAGE REPORT

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  1. ‘ICELAND BY ANOTHER NAME’ WEEK TWO RESULTS (W/C 17th September) Inspired by Iceland COVERAGE REPORT

  2. HEADLINEs • 35.4 MILLION • COMBINED TOTAL MONTHLY VISITORS • 26.7 MILLION • IMPRESSIONS DELIVERED TO DATE • 314 • NUMBER OF ARTICLES

  3. FIRST WEEK • The ‘Iceland by another name’ social and PR proactive media activity began 7 days ago and we have had a very positive overall response. • In the first 24 hours alone, the story had already been covered in over 12 countries in media with an estimated reach of 14.2 million visitors. • This presentation summarizes the initial outreach, focusing on the response we had across each of our key social media and PR channels.

  4. BLOG: highest levels of participation

  5. FACEBOOK: RECORD ENGAGEMENT

  6. FACEBOOK: INSPIRED BY ICELAND PAGE Conversation on facebook is buzzing.

  7. FACEBOOK: PUBLIC POSTS

  8. FACEBOOK: UNIQUE VISITORS OUR CONTENT Our record engagement on Facebook has been on the back of the content that we have on the page inspiring the imagination of our existing fanbase, to both contribute and view other fans contributions N U M B E R O F V I E W S The user content and engagement has been phenomenal in volume and has been instrumental in attracting new visitors to the page. USER CONTENT

  9. FACEBOOK: OTHER STATS Significant reach in over 20 countries and languages have meant that we have reached a broader audience than ever before. The number of people liking the page continues to grow while the number of unsubscribers remains low.

  10. TWITTER: HIGHLY VISIBLE Getting the message across to some of the biggest publications was crucial in creating the wave of interest in the campaign on Twitter

  11. TWITTER: ASKING THE RIGHT QUESTION A massive interest in the campaign resulted in influential individuals asking there own fan bases to get involved and describe their experience of Iceland

  12. TWITTER: ICELAND THE LAND OF… … and they did here are some of the best examples from Twitter

  13. IBI website: user generated stories … and here are some more from the Inspired by Iceland website

  14. IBI website: user generated stories … and here are some more from the Inspired by Iceland website The traffic on the site peaked at …

  15. News coverage:Top stories

  16. HUFFINGTON POST Global Stats Monthly Visitors Campaign Reach Twitter Followers http://www.huffingtonpost.com/2012/09/12/iceland-asks-travelers-to-rename-the-island_n_1877538.html?utm_hp_ref=travel 252,000 838,093 2,087,412 SENTIMENT: POSITIVE

  17. REUTERS Global Stats Monthly Visitors Campaign Reach Twitter Followers http://www.reuters.com/article/2012/09/12/idUS121354+12-Sep-2012+PRN20120912 5,200,000 4,952,369 2,049,785 SENTIMENT: POSITIVE

  18. FOX NEWS Global Stats Monthly Visitors Campaign Reach Twitter Followers http://www.fox19.com/story/19522547/online-chatter-sparks-iceland-name-debate 31,200 29,714 7,113 SENTIMENT: POSITIVE

  19. YAHOO! TRAVEL Global Stats Monthly Visitors Campaign Reach Twitter Followers http://travel.yahoo.com/ideas/icleand--a-country-by-any-other-name-is-----still-freezing-.html 1,475,078 1,404,833 18,044 SENTIMENT: POSITIVE

  20. COVERAGE BY KEY MARKETS

  21. SWEDEN SENTIMENT

  22. SWEDEN

  23. GERMANY

  24. GERMANY

  25. GERMANY

  26. FRANCE

  27. US

  28. US

  29. OTHER COVERAGE

  30. OTHER COVERAGE

  31. OTHER COVERAGE

  32. OTHER COVERAGE

  33. Local coverage - ICeland

  34. Next steps Hosting wellness trip to Iceland with media from key markets – FR,GER,SW,DK. Launch of the above the line, paid for media elements of the campaign. • Monitor all coverage to ensure continued positive growth and momentum across all key territories.

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