The campaign, "cOPENhagen – Open for Everyone," focuses on social media, and includes a microsite, Facebook, Twitter, and a blog. Each outlet highlights "the welcoming and diverse atmosphere of Copehagen," and will provide resources, tips, and event listings for the LGBT community traveling to Denmark.
"We've marketed to this segment for a number of years and our primary focus before had been print advertising or events or press trips," said Britt Sorensen, marketing manager for leisure for VisitDenmark US. "But this year we wanted to move more towards social media."
It is the first social media campaign for the organization, though it plans to do similar campaigns targeting the general market. Sorensen added that colleagues in Europe are also launching similar LGBT campaigns promoting travel to Denmark.
VisitDenmark is working with Boston-based Gay Consultants on the campaign, and the agency helped create the websites and social media pages.
For traditional media relations, VisitDenmark is targeting print and online outlets, LGBT and mainstream media, and lifestyle and travel publications.
"The main reason is to raise awareness of Copehagen as an LGBT destination," Sorensen said of the goals of the campaign, "but also promoting that Copenhagen is about design, fashion, food."