In the US market, VisitDenmark has primarily partnered with airlines that has direct flights to Denmark. Thus, our marketing efforts have also been primarily concentrated around the east and west coasts of the United States. The Co-branding collaboration with Icelandair gave us the opportunity to market a completely different product to a target group that we have not worked with before.
Icelandair has stop-over connections from 19 gateways in North America to 23 gateways in Europe, of which Copenhagen is the third most popular destination. The collaboration with Icelandair thus represented a great strategic potential.
You probably could not choose two destinations more different than Iceland and Copenhagen. Iceland with its unique and spectacular nature, and Copenhagen with its fantastic gastronomy, architecture and urban culture. So how could we unite these two stories into one?