ASK GUÐMUNDUR
THE WORLD'S FIRST HUMAN SEARCH ENGINE
Integrated Campaign | Social Media | Digital Experience | Tourism Marketing | Experiential Marketing 

Iceland’s massive tourism boom was threatening the very nature people came to see.

Our job was to push tourists beyond the overrun “Golden Circle” and into the country’s lesser-known regions. There was just one problem: many of these destinations were
so remote, not even Google knew about them. 

So we created Ask Guðmundur — the world’s first human search engine — connecting travelers with real Icelanders who could guide them to the country’s hidden corners. 

Then like any good search engine, we scaled, introducing real-world Guðmundur Hangouts and Guðmundur Mobile to bridge the gap between online conversations and physical, offline experiences.

Results:

• 207,183 additional visitors driven to Iceland’s outer regions
• $39.6 Million contributed to the local economy
• President Obama officially approved and highlighted the campaign

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Awards:

• Euro Effies Grand Prix, 7 Golds, 1 Silver   

• North American Effies | 2 Golds
• Cannes | 3 Shortlists

• PR Week | 'Best In Creative Excellence' ​