Some idiot in the British bureaucracy launched an ad campaign bad-mouthing Great Britain, in order to keep foreigners from moving to the UK.
An ad agency in Romania spotted an opportunity. It launched a “visit Romania” Internet ad campaign. The campaign was funny. Viral marketing took over.
Then the company created a site where Romanians could post their ads. It worked. Ads multiplied.
Here is a video on this. Note: the narrator has an American accent.