Branding Danmark

Det er ikke storslåede monumenter og eller vilde naturfænomener, Danmark kan tilbyde. Men vi har noget andet. En livsstil og en hverdag, som turisterne rejser hertil for at opleve og være en del af.

The Land of Everyday Wonder er essensen i fortællingen om Danmark. Her bliver turisternes møde med danskerne og den danske måde at leve på kommunikeret gennem lokale oplevelser, stemninger og steder. Ting, der for danskerne er hverdag, men giver turisterne et nyt perspektiv.

Inden du går på opdagelse i brandet, anbefaler vi dig at se vores Brand DNA-film, hvor vi præsenterer baggrunden for kommunikationsplatformen nærmere og viser, hvordan brandet ser ud, føles og lyder.

At vores kommunikation skal gøre indtryk og sætte aftryk hos vores målgrupper er essentiel for dansk turismes succes og en opgave, vi skal løfte sammen. Det kræver, at vi forpligter hinanden til at tage afsæt i den samme fortælling i mødet med vores gæster – uanset, hvor vi møder dem.

Uden en fælles tone og stil for vores kommunikation har vi ingen chance for at brænde igennem lydmuren i et konkurrencefelt, som tæller mange og tunge konkurrenter.

Derfor stiller vi en række værktøjer til rådighed i vores Brand Toolbox, som kan være med til at sikre en ensartet og inspirerende fortælling om, hvad det vil sige at rejse i Danmark. I Brand Toolbox'en finder du alle de elementer, som tilsammen udgør Danmarks visuelle identitet: Logo, farver, typografi, stil og tone mv. Du kan også finde billeder og videoklip i VisitDenmarks store billed- og videobank, som hele tiden udbygges. Materialet kan frit benyttes til markedsføring af Danmark som rejsemål.

Hvad er det, der differentierer Danmark fra andre rejsemål? Og hvorfor Danmark er værd at besøge?

De spørgsmål skal vores syv temafortællinger hjælpe modtageren med at finde svaret på. Temafortællingerne er synlige i VisitDenmarks kommunikation på tværs af alle aktiviteter. Vi opfordrer alle, der arbejder med branding af Danmark som rejsemål, til at bruge fortællingerne som inspiration til at udvikle nye oplevelser eller blive bevidst om, hvordan man kommunikerer de oplevelser, som allerede findes.

Målet med temafortællingerne er at skabe en tydelig position på VisitDenmarks markeder. Vi kalder temafortællingerne "The Seven Everyday Wonders of Denmark", og vi beskriver dem sådan her:

We’ve come a long way from the days of porridge and potatoes! (Although porridge is in again, you know.) Yes, Denmark’s restaurants have evolved to push the boundaries in food exploration and experience. We even pioneered the much-lauded Nordic cuisine movement. So while you can try a traditional hot dog from a street seller or even classic Danish comfort food, porridge (grød), when you're here, you could also experience the freshest Nordic produce in some of the world’s best restaurants. Taste your way to a real understanding of Danish culture!

Don’t ask a Dane to explain hygge. We’re not very good at it. We’re better at showing it. It starts with taking pleasure in the small things. Soaking up the atmosphere in the cafés and restaurants across the country. Chatting to locals. Going where the Danes go. (Preferably on a bike. If you want to blend in.) Trying things the Danes try. There’s no better way to rekindle your wonder in your own everyday than to experience Danish culture up close. We’re some of the happiest people in the world after all!

Who needs mountains? We don’t! And it’s not because we don’t have any. (Although we really don’t have any.) It’s because our nature is right here, ready to walk into. We have a countryside crying out to be explored by all. Picturesque coastlines perfect for a gentle bike ride along the sea. Rolling forests full of hidden wonders. We have all that dramatic stuff too; white cliffs, enormous dunes and islands to escape to. But the best thing by far is how easy it is to disconnect from the everyday and reconnect to nature in our great little kingdom.

We’ve had our fair share of dramatic historical events in Denmark. We were once Vikings after all. Add that to our royal heritage and you get a little kingdom full of tangible wonders; hidden treasures from ancient rune stones to Hamlet’s castle. Getting this close to the everyday of the past is a magical way to spend quality time with those you care about and to rekindle your wonder in the now.

When was the last time you sat and listened to the sound of nothing but gentle lapping waves? Felt the sea and the air blend in to one another? We should all be doing more of this! Our relationship to the sea in Denmark truly is a wonder. We’re surrounded by water. In fact, you’re never more than 52 km from the sea, so our coastline is pretty much our whole country. We have over 400 islands to explore. Some of us are crazy enough to swim in the ice-cold winter. We really are mad about life by the sea.

We are happy to blow our own trumpet when it comes to design, because we are really good at it! From iconic buildings to world-famous furniture, seeing the way design is blended into all aspects of Danish life is a good way to re-focus on the simplicity and beauty of daily life. So whether you want to get to know design classics, fall back in love with LEGO®, or simply marvel at the way Denmark looks and feels, the best place to do it is here!

Small is beautiful, especially when it comes to our Danish cities. You can explore them on foot or by bike, without getting tired legs or selfied out. Our famous sights (and yes, there are lots of them) and attractions (lots of these too) are all close together and easy to get to. Along our beautiful coastline, nestled on our islands, and close to our capital (Copenhagen, or The Best City in the World) there are pretty villages and historical towns waiting to be explored.