Spreckley to overhaul Denmark's tourism plan

Denmark, famous for its bacon, Prince Hamlet and the Little Mermaid, has handed out a wide-ranging account as it attempts to revamp its image.

Copenhagen: Little Mermaid
Copenhagen: Little Mermaid

Spreckley Partners has been brought in for the business, environmental and tourism brief. The agency was hired after a three-way competitive pitch and will support a new campaign under the name 'Denmark - Creative Nation'.

The campaign will focus on Danish energy and environment, food products, gastronomy and crafts and design.

Spreckley Partners will provide media support for all three elements of the campaign.

Spreckley MD Richard Merrin said the agency would also work with Visit Denmark, the government-funded tourist body, on publicity events to capitalise on heightened awareness from the Creative Nation campaign. 'Expect Vikings on Oxford Street at the very least,' he added.

The Creative Nation campaign is a joint venture between The Confederation of Danish Industries and the Danish Agricultural Council, supported by the Royal Danish Embassy in London.

Denmark has already tested the Creative Nation blueprint through a tie-in with New York last September.

Merrin said that the Danish organisers were giving this year's London-centred campaign a far larger PR element in an attempt to increase its impact.

The agency has planned a week of activity starting on 21 June, which will include a Danish weekend for families at Legoland in Windsor and a floating house, moored on the Thames.

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