VisitDenmark

Challenge
Position Copenhagen and Denmark as an alternative to Amsterdam, Prague, Paris and Rome for empty nesters and DINKIES.

Response
We wanted to get consumers to travel because of the Danish people and the personality of the Danes, not the location. The purchase decision must be emotional not logical. We did this by celebrating citizens of Denmark’s title of being the most open-minded and officially ‘The Happiest People in the World’. This was accomplished by visualising the feeling of freedom that comes with being in a country that accepts a free-spirited way of life. Posters and press were a little controversial and pushed the boundaries of travel advertising.

Results
UK ‘Feel Free’ campaign adopted across Europe and USA, with more travel partners signed up to support VisitDenmark marketing activity.
Bed nights up 12%.