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Discover the impressive outreach and engagement of the 'Iceland by Another Name' campaign in its second week. With a combined total of over 35.4 million visitors and 26.7 million impressions delivered to date, this report highlights the positive responses across social media and PR channels. From record engagement on Facebook to influential conversations on Twitter, the campaign is successfully reaching a global audience. Learn about the user-generated stories on the Inspired by Iceland website and the coverage by key markets like Sweden, Germany, France, the US, and more. Next steps include hosting wellness trips and launching paid media elements to maintain positive growth. Stay tuned for continued momentum in all key territories.
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‘ICELAND BY ANOTHER NAME’ WEEK TWO RESULTS (W/C 17th 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 • 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.
FACEBOOK: INSPIRED BY ICELAND PAGE Conversation on facebook is buzzing.
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
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.
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
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
TWITTER: ICELAND THE LAND OF… … and they did here are some of the best examples from Twitter
IBI website: user generated stories … and here are some more from the Inspired by Iceland website
IBI website: user generated stories … and here are some more from the Inspired by Iceland website The traffic on the site peaked at …
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
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
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
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
SWEDEN SENTIMENT
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.