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, exquisitecastlesandnaturalbeautyacrossthecountrytohigher-endcustomers.
To increase brand awareness of Denmark beyond its gateway city of Copenhagen and develop more in-depth itineraries to inspire Chinese FIT travel throughout the country
Co-Promotion with DiDi Rental Car, a strategic partner of Avis Budget Group
This awareness-building campaign garnered nearly 1,300 unique driving itineraries and more than 35,000 itinerary votes. 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.
In order to maximize awareness, an integrated public relations campaign yielded nearly $1 million in earned media. Additionally, the campaign supported a 75.2% growth in followers on Visit Denmark’s official WeChat account.
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