Prescribing Hygge

Photo: Daniel Rasmussen - Copenhagen Media Center

How is your level of hygge and which antidote do you need in your busy everyday life?

We asked these questions to the Swedes, the English, the Germans and the Italians to measure their level of hygge in this joint Copenhagen campaign.

Ten Copenhagen hotels and attractions joined forces with VisitDenmark, SAS, Scandlines HH and the Øresund Bridge to market Copenhagen. An additional circle of partners was brought together in the Italian market, focusing on Odense as a city break destination. The transnational campaign aired April 12, 2018 and ran until October 21, 2018.

The campaign played on Danish hygge as the antidote to busy days, traffic jams and the everyday struggle. You could take a test to measure how “hygge” you were, after which you received a prescription that could provide joy and quality of life, namely a stay in Copenhagen or Odense with a recommendation for where to live and what to experience. As an added bonus, you got good advice on how to bring hygge into your everyday life.

Gro Spiseri, Copenhagen

Prescribing Hygge

Photo: Martin Heiberg

Prescribing Hygge built on the international interest for hygge and VisitDenmark’s other efforts, where hygge has been a strong part of the concept, e.g. the 2017 campaign together with BoConcept and the global Christmas calendar “Finding Hygge”.

The campaign ran in Sweden, UK, Italy and Germany, where you could get hygge on prescription. In these markets, the concept was communicated in VisitDenmark’s and SAS’ own media platforms and through local partners.

About the campaign

Campaign period: April 12 - October 21, 2018

Target groups: Adult couples and families with children

Markets: UK, Sweden, Germany and Italy

Partners: Arp-Hansen, BC Hospitailty Group, Scandic Hotels, Radisson Hotel Group, Nordic Choice Hotels, Danhostel, Tivoli, Zoo, Den Blå Planet, VisitCarlsberg, VisitOdense, SAS, the Øresund Bridge, Scandlines HH (Media partners: The Telegraph, Lonely Planet, Sydsvenskan, Helsingborg Dagblad, Bonnier, Odigeo/E-Dreams).




165 mill.



5.7 mill.



2.1 mill.

PR Ad-value:


DKK 19 mill.

Signe Lüth di Liberto
Contact us to hear more about the campaign

Int. Senior Project Manager

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