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The Inspired by Iceland advertising campaign carried out on behalf of the entire Icelandic tourist industry, has won gold at the European Effie Awards — one of the continent’s most prestigious advertising industry award ceremonies.The Effie awards are presented for the advertising campaigns which bring the best results — in other words which bring the most return on investment. Inspired by Iceland won its gold prize in the social media category and is therefore the European advertising campaign which made the most through social media in 2011.
The main thrust of the Inspired by Iceland campaign was to present foreigners with information on Iceland and how beautiful and accessible the country is, using things like Facebook, Twitter and blogs as much as possible. The campaign achieved its goals so well, according to the 20-person Effie judging panel, that it was also awarded another special prize called the Grand Prix.The Icelandic tourism campaign won out ahead of such names as Volkswagen and Audi and when compared to their very different campaigns, was judged to have been more successful at what it set out to do.