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How Denmark leveraged the popularity of self-drive tours to promote its scenic countryside

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

  • We developed a 12-week digital campaign to increase Denmark’s brand awarenessanddeepenunderstandingofitsdiverseofferingsthroughuser- generateddrivingtouritinerariescenteredonDanishfairytales,designand cuisine.
  • The top 25 itineraries were voted on by DiDi rental users via mobile app and the winning three were awarded a five-night trip to Denmark to experience and document their dream road tripitineraries.
  • 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 paymentplatform.


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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