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Universitatea “Alexandru Ioan Cuza”
Facultatea de Litere
Specializarea: Jurnalism

Iceland by another name

Gâtlan Mihăiță-Valentin
An III, gr II
 Campania a fost susținută și realizată de cei de la The Brooklyn
Brothers, London - companie de marketing și advertising ce
activează în Londra, Brazilia și New York

 un brand nu mai poate să cumpere așa de ușor o audiență.
 mai mult, acesta trebuie să o merite.
Provocare: creșterea turismului pe sezon de iarnă în Islanda prin
folosirea puterii oamenilor pentru a salva o țară.

 concept creat pentru a valorifica puterea omului ca și mijoace mass media
Erupțiile vulcanice,
2010
Scopul campaniei
 promovarea țării prin mijoace online și prin conceptul “mouth-tomouth”

•
•

Strategie prin unitate – folosirea experiențelor oamenilor pentru a răspîndi
un mesaj pozitiv despre Islanda
Se miza pe faptul că poveștile oamenilor sînt mult mai credibile decît orice
campanie organizată de Guvern
Obiective
 schimbarea imaginii negative pe care Islanda o are în mediul online
 creșterea numărului de turiști pe sezon de iarnă
 Islanda - țară cu siguranță ridicată
Campania propriu-zisă
“What would you name Iceland if this was your first glimpse of it?”

 21 august 2012
 o perioadă de 5 luni
 peste 25 000 de răspunsuri și noi idei
 crearea unei debateri internaționale
 a dus la o neînțelegere în mediul internațional
Prin ce mijloace: online
- Facebook
- Twitter
- Vimeo
- Instagram
Post campanie
 numărul de turiști a crescut
 campania a ajuns să fie cunoscută în 42 țări
 iarna cea mai populară în Islanda
Concluzie

 unde-s mulți puterea crește
 joc de cuvinte
 concept inteligent
Webografie
• http://www.icenews.is/2012/09/26/new-inspired-by-iceland-websitewelcomes-users-to-call-iceland-by-another-name/
• http://www.slideshare.net/Mattspringate/apg-awards-2011-inspiredby-iceland
• http://www.adforum.com/creative-work/ad/player/34487940
• http://www.newsoficeland.com/home/travel/other/item/1382icelands-new-name-is-isle-of-awe-land
• http://www.newsoficeland.com/home/travel/other/item/1185inspiration-exhibition-in-reykjavik-voting-for-a-new-name-for-iceland
• http://www.inspiredbyiceland.com/

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Iceland by another name