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How social media helped Iceland's tourism sector - an #IPASocialWorks case study (2014)

This case study, which features the Icelandic tourism industry, is part of the #IPASocialWorks initiative which brings together the IPA, The Marketing Society and MRS with sponsorship from Facebook, LinkedIn and Twitter to identify good practice in social media effectiveness and measurement.

The case describes how a strategy based on using social media to get natives and foreigners to share stories of the island helped restore interest and confidence in the volcanic island following a high profile ash cloud incident which closed the country's airspace, thereby preventing tourists from getting to Iceland.

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