Honorary Islander|短视频|广告营销案例【ADGuider广告指南】

名誉岛民

案例简介：摘要: 2010年5月，受冰岛运动的启发，在臭名昭著的火山爆发后，冰岛人、游客和朋友发起了一场运动，帮助拯救这个国家。这场运动激励了成千上万的冰岛人在世界各地传播关于冰岛的信息，告诉人们冰岛是安全的，对旅游业开放。该运动在丹麦、法国、德国、冰岛、瑞典和英国发起。冰岛政府一直想建立一个冬季旅游季节，但从来没有能够建立它背后的势头。这是因为冰岛被认为是寒冷、结冰、潮湿和遥远的，它正在与更著名的冬季目的地和滑雪胜地竞争。因此，尽管夏季旅游快速增长，但冬季旅游在过去的五个季节里并没有发生变化。这部纪录片由获奖导演鲁珀特 · 默里执导，并通过赫芬顿邮报和社交媒体渠道独家在线发布，以增加势头，并成为冰岛文化中一个非凡时刻的持久记录。该活动完全是数字化的，利用社交网络整合来分发新闻稿和视频。品牌内容以纪录片的形式使用，并在 2012 年国际视觉交流协会奖上获得最佳纪录片奖。这项运动创造了持久和重大的行为变化, 让游客预订创纪录的数字,激发冰岛旅游业的新赛季，并以 56: 1 的投资回报率为冰岛经济增加 8000万 €。名誉岛民运动改变了对一个国家的看法，推翻了对冰岛根深蒂固的陈规定型观念。

名誉岛民

案例简介：SUMMARY: In May 2010, the Inspired by Iceland campaign created a movement of Icelanders, tourists and friends of Iceland to help save the country after the infamous volcanic eruption. The campaign inspired thousands of Icelanders to spread messages around the world about Iceland, telling people that it was safe to visit and open to tourism. The campaign was launched in Denmark, France, Germany, Iceland, Sweden and United Kingdom.The Icelandic government had always wanted to establish a winter tourism season, but had never been able to build the momentum behind it. This was because Iceland was seen to be cold, icy, wet and distant and it was competing against better-known winter destinations and ski resorts. So, despite rapid growth in summer tourism, winter tourism had not changed over the last five seasons.Promote Iceland filmed a documentary which would capture the tourists’ experiences during their visit. The documentary was directed by award-winning director Rupert Murray and released exclusively online through Huffington Post and social media channels to increase momentum and be a lasting record of an extraordinary moment in Icelandic culture.The campaign was exclusively digital, using social network integration to distribute press releases and videos. Branded content was used in the form of a documentary which went on to win the Best Documentary award at the International Visual Communications Association Awards 2012.The campaign created a lasting and significant behavioral change, getting tourists to book in record numbers, inspiring a new season in Icelandic tourism and delivering an additional € 80 million to the Icelandic economy at an ROI of 56:1. The Honorary Islander campaign changed perceptions of a country and overturned deep-rooted stereotyping of Iceland.