1. Inspired by Iceland COVERAGE REPORT ‘ICELAND BY ANOTHER NAME’ WEEK TWO RESULTS (W/C 17 th September)

2. HEADLINES 35.4 MILLION COMBINED TOTAL MONTHLY VISITORS 26.7 MILLION IMPRESSIONS DELIVERED TO DATE 314 NUMBER OF ARTICLES

3. FIRST WEEK The ‘Iceland by another name’ social and PR proactive media activity began 7 days ago and we have had a very positive overall response. In the first 24 hours alone, the story had already been covered in over 12 countries in media with an estimated reach of 14.2 million visitors. This presentation summarizes the initial outreach, focusing on the response we had across each of our key social media and PR channels.

4. BLOG: HIGHEST LEVELS OF PARTICIPATION

5. FACEBOOK: RECORD ENGAGEMENT

6. FACEBOOK: INSPIRED BY ICELAND PAGE Conversation on facebook is buzzing.

7. FACEBOOK: PUBLIC POSTS

8. FACEBOOK: UNIQUE VISITORS OUR CONTENT Our record engagement on Facebook has been on the back of the content that we have on the page inspiring the imagination of our existing fanbase, to both contribute and view other fans contributions The user content and engagement has been phenomenal in volume and has been instrumental in attracting new visitors to the page. N U M B E R O F V I E W S USER CONTENT

9. FACEBOOK: OTHER STATS Significant reach in over 20 countries and languages have meant that we have reached a broader audience than ever before. The number of people liking the page continues to grow while the number of unsubscribers remains low.

10. TWITTER: HIGHLY VISIBLE Getting the message across to some of the biggest publications was crucial in creating the wave of interest in the campaign on Twitter

11. TWITTER: ASKING THE RIGHT QUESTION A massive interest in the campaign resulted in influential individuals asking there own fan bases to get involved and describe their experience of Iceland

12. TWITTER: ICELAND THE LAND OF… … and they did here are some of the best examples from Twitter

13. IBI WEBSITE: USER GENERATED STORIES … and here are some more from the Inspired by Iceland website

14. IBI WEBSITE: USER GENERATED STORIES … and here are some more from the Inspired by Iceland website The traffic on the site peaked at …

15. NEWS COVERAGE: TOP STORIES

16. SENTIMENT: POSITIVE Global Stats Monthly Visitors Campaign Reach Twitter Followers http://www.huffingtonpost.com/201 2/09/12/iceland-asks-travelers-to- rename-the- island_n_1877538.html?utm_hp_ref =travel 252,000 838,093 2,087,412 HUFFINGTON POST

17. Global Stats Monthly Visitors Campaign Reach Twitter Followers http://www.reuters.com/article/2012 /09/12/idUS121354+12-Sep- 2012+PRN20120912 5,200,000 4,952,369 2,049,785 SENTIMENT: POSITIVE REUTERS

18. Global Stats Monthly Visitors Campaign Reach Twitter Followers http://www.fox19.com/story/195225 47/online-chatter-sparks-iceland- name-debate 31,200 29,714 7,113 SENTIMENT: POSITIVE FOX NEWS

19. Global Stats Monthly Visitors Campaign Reach Twitter Followers http://travel.yahoo.com/ideas/iclean d--a-country-by-any-other-name-is-- ---still-freezing-.html 1,475,078 1,404,833 18,044 SENTIMENT: POSITIVE YAHOO! TRAVEL

20. COVERAGE BY KEY MARKETS

21. SWEDEN SENTIMENT

22. SWEDEN

23. GERMANY

26. FRANCE

27. US

29. OTHER COVERAGE

33. LOCAL COVERAGE - ICELAND

34. NEXT STEPS Hosting wellness trip to Iceland with media from key markets – FR,GER,SW,DK. Launch of the above the line, paid for media elements of the campaign. Monitor all coverage to ensure continued positive growth and momentum across all key territories.