Volume : 6, Issue : 12, December - 2017

Case Study: Inspired by Iceland

Anjali Parate, Vishal Thakur

Abstract :

<p>&nbsp;<span style="font-family: &quot;Times New Roman&quot;, serif; font-size: 12pt;">Iceland was hit by a volcano that halted most flights and threatened tourism at a critical moment. With tourism generating around 20 percent of the country&rsquo;s foreign exchange and bookings plummeting, government and tourism officials decided to launch &ldquo;Inspired by Iceland &ldquo;. The campaign was widely successful 22.5 million stories were created by people all over the world &ndash; and ensuing bookings were dramatically above forecasts.</span><sup style="font-family: &quot;Times New Roman&quot;, serif;"> [2]</sup>< /> <span style="font-size:12.0pt;line-height:150%;font-family:&quot;Times New Roman&quot;,&quot;serif&quot;;&#10;mso-fareast-font-family:Calii;mso-fareast-theme-font:minor-latin;mso-ansi-language:&#10;EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">< clear="all" style="page-eak-before:always;mso-eak-type:section-eak" /> </span></p>