In October 2018, Copenhagen reached a top spot on Lonely Planet’s list of big cities worth visiting in 2019. 10 days after the announcement, we and our partners, Wonderful Copenhagen and Expedia, aired a campaign built on the increased interest created by Lonely Planet’s recommendation.
The announcement of Copenhagen as Best in Travel 2019 gave us a unique opportunity to use the buzz created by this kind of ranking and strengthen the awareness and wanderlust to Copenhagen and Denmark.
The personal angle
Through the stories of five local ambassadors, the campaign was built on the themes highlighted by Lonely Planet as special reasons to visit Copenhagen in 2019. Thus, the themes gained a personal voice in the campaign, as they were unfolded through video stories with five strong ambassadors for Copenhagen.
The entrepreneur Anders Mørck from GoBoat talked about innovation and liveability, and star chef Christian Puglisi from Relæ gave us an insight into Nordic gastronomy. Photographer Astrid Maria Rasmussen took us on a tour to design and architectural masterpieces in Copenhagen, while the artist Thomas Dambo was an exponent for art, creativity and sustainability. And finally, food blogger Hazel Evans from Mad About Copenhagen guided the audience around the food scene in Copenhagen.
The five ambassadors selected their own favorite locations in the city, which helped to strengthen and authenticate the narrative, and at the same time provided the opportunity to showcase new areas of Copenhagen.
Close to the target group
The goal of the campaign was to increase the knowledge of Copenhagen by creating as many unique video views as possible. Thus, the video advertising primarily focused on social media and pre-roll. The collaboration with Expedia provided the opportunity for a very segmented media plan, as Expedia has a large amount of data – both their own and third-party data. This meant that we could target the different videos to the different interests of the tourists and get really close to the target groups.
The campaign was developed in a collaboration between Wonderful Copenhagen, Expedia and VisitDenmark. The effort was one of a long series of activities that VisitDenmark and Wonderful Copenhagen carried out in the autumn 2018 to strengthen the appointment in Lonely Planet.
Campaign period: November 1 - December 14, 2018
Markeder: US, UK, France and Italy
Target groups: Based on the data from Expedia and the five chosen story themes we created a concrete interest-based target group to secure relevant and effective communication
Partners: Expedia and Wonderful Copenhagen
Channels via Expedia: Passport Ads Preroll video, Social Media and Onsite Display
Completed video views: