When reviewing this category through an engagement lens, the judges felt as though this entry was extremely strong, noting how the Visit Denmark campaign was a deserving winner thanks to its high engagement and focus on engagement.
With the tourism industry taking a hit due to Covid-19 lockdowns, it was essential to compensate for the missing tourists coming to Denmark, so it was time for the Danes to step in. Many Danes consider vacation in Denmark to be a compromise, this campaign aimed to change the discourse while encouraging the Danes to rediscover Denmark.
Influencers were introduced into this campaign to share their own experiences of Denmark, encouraging the audience to fall back in love with their native country.