The London Olympics was the biggest international sporting event of the time, and during the three Olympic weeks, the world’s attention was focused on London. The expectation was that the Olympics would attract an extra 5-6 million tourists to London, of which 2/3 were from the UK and 1/3 international guests. Both groups were interesting and even though people come to watch the Olympics, they are susceptible to other impressions as well. In addition, up to 20,000 British and international press people were in town to cover the Olympics.
VisitDenmark’s strategy was to give visitors the experience of visiting Denmark all the while trying to make an impression on them by letting them try the taste of Denmark, feed their brain cells, give them new perspectives and appreciate the many creative and innovative experiences that Denmark has to offer – all in a fun, accommodating, different, including and relaxing environment.