Iceland makes a splash from ash
Iceland has turned ash into gold with the Iceland Convention and Incentive Bureau’s 2010 ICCA Best Marketing Award.
The winner was announced during the closing session at the 49th ICCA Congress held in Hyderabad.
Anna Valdimarsdottir, from Iceland Convention and Incentive Bureau, said Iceland has faced the challenge of “turning a volcanic eruption and a Europe-wide no-fly zone into a marketing success storyâ€.
She revealed to 720 attendees from 59 countries attending ICCA’s flagship event how the ash disaster was turned into a nationwide, all-citizen, global marketing campaign, resulting in a tiny reduction in business compared to what had originally been expected.
Other finalists competing for this year’s Best Marketing Award were ExCeL London and Sandton Convention Centre, South Africa.
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