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VisitDenmark – Make the home of 'The Killing' more thrilling

Challenge
Perceptions are that Denmark is cold, boring and expensive. Position Copenhagen and Denmark as an alternative to Amsterdam, Prague, Paris and Rome for 'empty nesters' and DINKIES.

Response
The Danes are very open-minded and are officially 'The Happiest People in the World'. Highlighting the feeling of freedom and being in a country that accepts a free-spirited way of life sold the personality of the Danes not the location; making the purchase decision emotional not logical. A small budget meant posters and press had to be more provocative and push the accepted boundaries of travel advertising.

Results
UK 'Feel Free' campaign adopted across Europe and USA
More travel partners signed up to support VisitDenmark marketing activity
Bed nights up 12%