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Do it for Denmark – Creative Circle
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Direct and PR — PR
Do it for Denmark
Spies Travels wanted to promote a campaign selling city holidays in leading media outlets in Denmark. In short, making Spies’ offerings within city holidays relevant for Danish journalists and bloggers across all relevant media types. So we piggybacked a topical issue of te country’s 27-year-low birthrate, and used survey based PR to discover te insight that Danes have 46% more sex on city holidays. Te aim was to position te Do-it-for Denmark campaign and Spies as a knowledge provider and industry thought leader in all relevant media types. Our logic was that city holidays lead to more romance, romance leads to more sex and more sex leads to more children. Therefore Spies Travels could play an active role in solving Denmark’s problem. We created a competition with some rather unique entry requirements. Participants needed to take a city holiday, prove they conceived a child on it and have te baby for a chance to win baby related prizes. Te campaign created more than 60 media stories in Denmark alone, and was te subject of a 3 hour national morning TV show. Te PR campaign obtained a reach in te Danish media amounting to 13.3 million and an ad value equivalent to DKK 3.1 million (core market for te campaign), international media coverage in wide range of renowned, large publications – Washington Post, mashable, BBC, Reuters USA Today, CNN etc. During te weeks of te campaign, Spies dominated te Danish media landscape.
To position Spies as a knowledge provider and industry thought leader in all relevant media types. To support Do-it-for-Denmark campaign as much as possible by creating an earned media buzz to drive traffic into te campaign site and increase te number of views of te campaign video. To continuously respond to media agendas that arise during te campaign and use PR to make use te media opportunities that arise during te campaign. Target audience: Danes between 25-65 A national survey that investigated and mapped Danes’ love life and attitude towards romance when traveling was conducted.
Output + 60 media clippings in Denmark alone. Estimated add value - DKK 3.1 million. Total reach in Denmark – 13.3 million ROI compared to budget – 1,490 %. Extensive international coverage in BBC, NBC, Fox News, Forbes, Te Guardian, Dailymail , Reddit etc. Knowledge/consideration: Clippings in all national quality dailies. Message pull through: 75 % of all media clippings focused on city breaks and romance. TV coverage in national broadcast. Massive engagement on social media [Tweets, likes etc.]. Business impact: Spies Travels targeted a 5% rise in sales to city destinations. Sales rose 107% compared to te same time last year.
Te overall execution was divided into three phases. 1) Preparation: Here te focus was on planning, developing te message platform, preparation of press materials, completion of national survey with +1,000 respondents and te development of media collateral. 2) Execution: This phase focused on te tactical and operational PR towards all relevant media types including pitching of stories, journalist liaison press office, and media monitoring – all in order to secure a targeted PR campaign that creates as much coverage and buzz as possible. 3) Evaluation: This marks te end of te PR effort. A full coverage and media was developed and te follow-up efforts / actions were discussed.
Problem: Te Danish fertility rate is te lowest in more than 27 years. For te past two years Danish journalists, politicians and medical professionals have been making te public aware of te alarmingly low birth rate and calling on both te people and te government to do more to help raise te birth rate for te future of Denmark. This was te perfect starting point for a PR campaign with te potential to resonate in te Danish media landscape.
To tap into te Danish fertility agenda through survey-based PR and strategic partnerships: In order to break through in earned media, te strategy was to promote te campaign with a national survey that investigated and mapped Danes’ love life and attitude towards romance when traveling. Te findings were subsequently linked directly to te fertility agenda and a certified sexologist was involved to comment on te survey and te key elements of te campaign.
Do it for Denmark
Frederik Preisler Andrew Smart Bjørn Stene Christina Tønnesen
Art direction: Shahab Ghanavati
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