Inspired by Iceland

About the campaign• E Y J A F J A L L A J Ö K U L L

• Kick-started by the Icelandic president on June 3rd 2010 to try to boost the positive image of the country.

• Carried out on behalf of the entire tourism industry in Iceland.

• This campaign is the first of its kind and has won awards e.g.at the European Effie Awards and the ICCA Best Marketing Award.

• It had a huge impact on tourism in Iceland.

The Pilot Video

Topic suggestion

Where are the dead whales and polar bears?

Rhetorical analysis of the viral campaigns pilot video. – How is the government trying to portray Iceland

to foreigners? The sales pitch. Branding of the country. (Losh, Elizabeth. 2009)

– Positive and negative reactions to the video in form of comments and copycat videos.

Invitations

Topic suggestion

The government goes viral, highly personal and interactive.

Rhetorical analysis of the campaigns personal online invitations to foreigners. – Online ethos of these participants and its meaning

for the campaign. – The contradiction about the source credibility (ethos)

and the nature of the message (and the viral platform) (Wilson J. et al. 2004)

Some litterature• Losh,Elizabeth (2009): “Hacking Aristotle: What is Digital Rhetoric?” An Electronic

History of government Media-Making in a Time of War, Scandal, Disaster, Miscommunication and Mistakes.

• Simons, Herbert W. Morreale Joanna ... (2001) Persuation in Society: Planning Campaigns.

• Benoit theory of image restoration.

• Goffman , On Face Work. • Wilson J .. (2004): “Designing strategies and Tactics to send Messages”. I strategic

Communications Planning – For effective Public Relations & Marketing.