Challenge

How do we attract more American tourists to Copenhagen?

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Solution

Tourists seek authentic experiences when they travel, so what was more natural than to crowdsource real Copenhageners' Instagram accounts, and make them available through the world’s first Instagram video engine?

The strategy behind the solution is based on relevant themes that Gen-X in the U.S. are attracted to e.g. gastronomy, fashion, design, bicycles etc. We made a plan for each theme to activate people and make them interested in Copenhagen as a travel destination. The plan included social media, events, PR, partnerships, paid media etc. and gave Americans a personal and authentic taste of what can be experienced in Copenhagen.

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Result

In the first two years we reached 11 mio americans in the target group. Engagement rate on our content has been 50% and the campaign has an impressive ROI of 24.

Awards

Danish Digital Award : Shortlisted