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The Little Mermaid - Co-branding with Disney

Photo: Kim Wyon

In collaboration with Disney, VisitDenmark launched a co-branding campaign in Norway and Sweden, targeting families with children. The campaign aimed to benefit from the international attention surrounding the movie to increase awareness of Denmark, H.C. Andersen, and Fyn.

The co-branding campaign with Disney focused on the adventurous experiences in Fyn and Odense. It was launched in connection with the launch of a remake of the classical story of The Little Mermaid. VisitDenmark obtained the rights to run the campaign, which included clips from the movie, in the weeks leading up to and after the premiere.


Statue af H C Andersen i Eventyrhaven, Odense
Photo: Kim Wyon
Påskestræde, Odense
Photo: VisitOdense

The campaign concept bridges the film's universe with the destination by showcasing selected adventurous experiences and wonders in Fyn. The campaign video draws on the film's themes of adventure, nostalgia, and the sea, presented from both a historical and contemporary perspective.

As part of the campaign, new sign-ups were collected for the Swedish and Norwegian newsletters. This was done through a competition where participants could win an enchanting family trip to Fyn, including accommodation in a castle and free entry to selected attractions.

About the campaign

Partners: Destination Fyn, VisitOdense and The H. C. Andersen Foundation

Campaign Period: May 9th - June 11th 2023

Target Audience: Families with children in Norway and Sweden

Channels: YouTube, META, Snapchat and through VisitDenmarks website and newsletters


Total Views:



NO: 8.97M
SE: 11.91M

YouTube 25 sec. VTR:



NO: 46%
SE: 54%

Snapchat Screen Time:




NO: 1.85 sec.
SE: 1.39 sec.

Meta traffic CTR:




NO: 0.56%
SE: 0.53%

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Contact ud to learn more about the campaign

Int. Senior Project Manager

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