VisitFaroeIslands has won an award at the World Media Award in London.

The tourism board was in competition with players like Marriott, Airbnb, Destination Canada, but got the victory.

It was Faroe Islands’ ‘Sheep View’ videos boosted tourism. The campaign was a hit. Only minutes after launching the story was on The Guardian, closely followed by BBC, CNN, Al Jazeera, Daily Mail, Washington Post, Sky News etc.

With a budget of just $280,000, the ‘Sheep View’ campaign

generated 2 billion media impressions and an estimated PR value of $50 million.

The campaign caught the media’s interest all over the in the world and suddenly Google was a little

more amenable.

Guri Højgaard, CEO of the visitorboard:

“They decided to support The Faroe Islands with their equipment, and with the Google Street View

team and at lot of volunteer help, we have now created Street View via Sheep View.

In short: We caught the whole world’s interest, increased the number of tourists significantly and

created an enormous linking and involvement. All this without a real media budget.”

Results of Sheep View the campaign:

Reach: +2.000.000.000

News stories: +7.000

Website stories: 42.200

PR ROI: 150.000 pct. Estimated

PR value: $50 million

The World Media Awards have been established to demonstrate the effectiveness of cross platform, cross border, content-driven advertising. Organised by the World Media Group, with an independent Jury including international advertisers, agency experts and editorial specialists, the Awards celebrate bold and creative strategies for engaging with international, influential audiences.