Denmark Case Study

Self-drive tours are increasing in popularity amongst the FIT market, creating a perfect opportunity for Visit Denmark to showcase its wide array of attractions, exquisite castles and natural beauty across the country to luxury travelers.

35K

Itinerary Votes

Co-Promotion with DiDi Rental Car

We developed a 12-week digital campaign to increase Denmark’s brand awareness and deepen understanding of its diverse offerings through user-generated driving tour itineraries centered on Danish fairy tales, design and cuisine. This awareness-building campaign garnered nearly 1,300 unique driving itineraries and more than 35,000 itinerary votes.
215M

Social Media Impressions

Digital & Mobile Activations

The top 25 itineraries were voted on by DiDi rental users via mobile app and the winning three won a five-night trip to Denmark. Overall, the campaign generated 16 million impressions on DiDi’s mobile app with a 0.5% click-through rate and 215.3 million impressions across social.
75%

More WeChat Followers

Multi-Channel Approach

The 12-week campaign was promoted on DiDi’s mobile app with a custom campaign page and a variety of banner ads, DiDi’s official WeChat accounts and on Alipay’s social channels—China’s widely used third-party online payment platform. The campaign supported a 75.2% growth in followers on Visit Denmark’s official WeChat account.
  • This campaign was also nominated for Best Digital Campaign in Tourism for the inaugural International Travel & Tourism Awards, Presented by WTM. Our campaign, When Denmark Meets DiDi, is one of only seven campaigns to be recognized in this award category.
  • In order to maximize awareness of the promotion, an integrated public relations campaign yielded nearly $1 million in earned media.
  • One of the winning Denmark driving itinerary submissions.