Global co-branding campaign and exclusive rights to brand Denmark as “Home of the Trolls”.
Based on the launch of DreamWorks Animation’s blockbuster “Trolls”, VisitDenmark executed a global large-scale co-branding campaign. By ensuring the exclusive rights to brand Denmark as “Home of the Trolls”, VisitDenmark got the opportunity to showcase Copenhagen and Denmark to relevant target groups in a large number of third party channels such as McDonald’s Happy Meal, retails chains like Auchan, Tesco, and Kaufland as well as Egmont, DerPart, Capri-Sun etc.
The key to success was activating Denmark as the happy troll’s homeland through partnerships with DreamWorks Animation and 20th Century Fox. The unique access to international stars like Justin Timberlake and Anna Kendrick meant that the activation in third party channels became targeted and relevant market communication about Denmark as a travel destination. The campaign ran in POS, tv, radio, outdoor, online and SoMe. In addition, VisitDenmark was able to activate and utilize the market presence on several prioritized markets for effective PR and sales work, which to a large extent created value for both Denmark, the film companies and the third parties.
Campaign period: 2016
Target group: City breakers and Coast & Nature tourists
Markets: Globally, but primarily UK, US, Sweden, Norway, France, Italy, Germany, the Netherlands and China
Partners: DreamWorks Animation and 20th Century Fox
Int. Senior Project Manager
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