Imagination - OL Tokyo 2020-site

Imagination

Photo: VisitDenmark

The Danish House at the Olympic Games in London 2012.

We created outstanding results during the Olympic Games in London 2012:

  • Danish design, food, fashion and culture inspired Olympic fans and the international press.
  • 250,000 visitors during 17 event days.
  • 15 TV stations and 45 international magazines and bloggers covered activities at the Danish pavilion.
  • 72 media organizations visited the pavilion.
  • Media coverage worth a total of DKK 53 million.
  • The visitors described the meeting with Denmark as "friendly, welcoming and very interactive".
  • The royal family, cabinet ministers, Olympic athletes and other VIPs visited the area.
  • The Sunday Times visited 40 National Houses during the Olympic Games and gave Denmark a silver medal.
  • 85% of the partners were happy with the promotion.
  • 57 partners used the Danish House as platform for branding and networking or contributed to the exhibition and/or products for the Danish House.
We have through The Danish House created a unique platform for promoting Denmark and our products from Danish Crown. With VisitDenmark’s promotion campaign we reached new media which we would otherwise have had difficulty to reach. In the future we would be very interested in joining similar event if we can achieve the same match between market, products and event, as we experienced in London.

Kjeld Johannesen, CEO, Danish Crown
From a LEGO Group perspective, it was a pleasure to participate in the event. The support and flexibility from VisitDenmark during planning and installation was great and we are very pleased about the presentation of the LEGO activities as well as the publicity outcome.

Tormod Askildsen, Senior Director Community Engagement & Events, LEGO Group

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