Embracing the Volcano

#InspiredByFire integrated campaign erupts in new business. Meet in Reykjavik CVB embraces a volcano to target the Green Meetings Sector.

Integrated PR, Email Marketing & Social Media Campaign

As they say, timing is everything. While Bardabunga volcano erupted in Iceland, we were tasked with generating buzz for the newly opened Meet in Reykjavik CVB during IMEX USA, the largest trade show for Meeting and Incentive planners in North America. Rather than shy away from the natural disaster, we embraced the volcano with open arms and developed a new #InspiredByFire integrated campaign to spotlight Iceland’s geothermal assets and position Meet in Reykjavik as industry thought leaders.

Targeting Green Meetings

Reaching out to our Green Meetings media contacts, we leveraged US press coverage of the ongoing fissure eruption to draw attention to Iceland’s sustainability factor — a destination running on 98% clean, geothermal energy resources derived from volcanic heat. The press release was distributed to our targeted MICE media contacts, via a national newswire service and at the IMEX USA Press Center.

We built up an emotional experience on social media by spotlighting Iceland’s unique Geo-Tourism adventure activities using the hashtag #InspiredByFire. Tweeting in real time during the trade show, we tagged CVB member companies in posts that promoted their volcano-themed activities and venues. This helped increase engagement on Twitter and LinkedIn as well as spread the word across IMEX’s marketing channels.

Submit a RFP To Win a Reykjavik Incentive Trip With Volcano Flightseeing

We sent out an e-marketing piece, Erupting Volcano Incentives – Only in Iceland, targeted to the US Green Meetings Sector. The message introduced a Win a 3-Day Reykjavik Incentive Trip With Volcano Flightseeing promotion. US Meeting and Incentive Planners who submitted a RFP or registered for the Meet in Reykjavik e-newsletter were entered to win a trip including a volcano helicopter tour over the erupting fissure. Our collective aim was to show Incentive Planners that the Holuraun and other eruptions could be used as exciting (and safe) add-ons to their Iceland programs.

MICE Industry Thought Leaders

A volcano safety post was placed front-and-center on the homepage of Meet in Reykjavik’s official website with useful information for Meeting Planners. Crucially, all coverage included a quote from at least one Meet in Reykjavik representative, serving the vital purpose of positioning the newly established brand and team as an authoritative voice over Iceland’s MICE sector.

Results

As a result of our efforts, we secured a feature article in the Green Meetings issue of Prevue Magazine, the largest Incentives magazine in the US. Having achieved our objective to raise brand awareness within the US MICE industry, our coverage directly resulted in a number of new business leads for Meet in Reykjavik and partners. On social we were able to generate a 25% increase in their Twitter followers and 180% engagement increase over 30 days. The Meet in Reykjavik US Meeting and Incentive Planner contact database grew by 35%.