The Little Mermaid - Co-branding with Disney
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.
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
Results
See more examples of the marketing of Denmark
In The Business of Everyday Wonder
Gastro campaign 2019-2022
