Lie Back and Think of England, But Do It For Denmark


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Sex Sells…Vacations

Credit: Washington Post

Credit: Washington Post

Spies Rejser has caused a stir. The Danish travel agency has touched upon a major issue. Similar to many western nations, Denmark has a seriously low birth rate. With only 10 births per year / per 1,000 residents, something needs to be done. They believe a romantic holiday to London or other city destinations just might be the answer.

According to Spies website:

Denmark is facing a crisis. We have the lowest birth rate in 27 years. In Spies, we are concerned, the fewer Danes means less people to support the aging population – but sadly also fewer Spies travelers. Studies show that Danes have 46% more sex on city breaks, and then more sex increases the chance of more children, we ordain a romantic city break to save the future of Denmark.

do it for denmark

Well, it turns out that 10% of Danes are already conceived outside of the country (In case you’re interested, Brits top the list at 20% according to a report by NPR). Add in the fact that Danes also procreate more often when they are on holiday. The campaign is called  ”Do It For Denmark.” Check out the two-minute YouTube video highlighting the cause:

A Little Something Extra

Enter the Ovulation Discount.

ovulation discount

Spies is offering an ovulation discount. Type in your cycle and their handy online planning tool will help you plan a fertile time to travel. In addition, there is grand prize for one lucky Danish couple who can prove they conceived a child while on vacation. I haven’t read the fine print, but I think they are looking for travel receipts and copies of birth certificates, not homemade videos.

do it for denmark prizes

Takeaway – This may be one of the best PR / Word of Mouth campaigns I’ve ever seen since Queensland Tourism’s, “The Greatest Job in the World.” Let’s break down the handful of ingredients:

1. Factual Data (about Travel)

2. A Social Issue (low birthrates)

3. Sex (our fascination with the amount of it)

4. A call to action (wink, wink)

5. Compelling Prize Package (for your little package)

One word: BRILLIANT. The video alone has already garnered 2.5 million views. Watch for this to become in the words of David Meerman Scott, “A World Wide Rave.”

Today’s Lagniappe (a little something extra thrown in for good measure) – Here’s another video from Spies. This one makes the case for sunlight and its positive effects. WARNING: The Test Dummies in this video end up doing something other than crashing:

A little something else:

Here is a fun mental game that’s relevant to this post: Here we go. Let me see if I can read your mind:

imgres-2Think of a number between 2 and 10.

Got it? OK, take that number and multiply it by 9. Now you should have a two digit number.

Add those two digits together and you should have a one digit number. Now take that one digit number and subtract it by 5. Now if A=1, B=2, C=3 and so on, you should have a letter that corresponds with your number.

Now think of a country that begins with that letter. Got the country?

Now take the second letter of the country you selected and think of an animal that begins with that letter.

Now think of a common color of that animal. Got it?”

Let me see if I can read your mind. Scroll down for my guess below:



I’m sorry, but there are No Gray Elephants in Denmark (unless you are a company called Valtech Software)

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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