Spies Travel wanted to promote a campaign selling city holidays in leading media outlets in Denmark. In short, making Spies’ offerings within city holidays relevant for Danish journalists and bloggers across all relevant media types.

So we piggybacked a topical issue of the country’s 27-year-low birthrate, and used survey based PR to discover the insight that Danes have 46% more sex on city holidays. The aim was to position the Do-it-for Denmark campaign and Spies as a knowledge provider and industry thought leader in all relevant media types.

Our logic was that city holidays lead to more romance, romance leads to more sex and more sex leads to more children. Therefore Spies Travel could play an active role in solving Denmark’s problem.

We created a competition with some rather unique entry requirements. Participants needed to take a city holiday, prove they conceived a child on it and have the baby for a chance to win baby related prizes.

The campaign created more than 60 media stories in Denmark alone, and was the subject of a 3 hour national morning TV show. The PR campaign obtained a reach in the Danish media amounting to 13.3 million and an ad value equivalent to DKK 3.1 million (core market for the campaign), international media coverage in wide range of renowned, large publications – Washington Post, mashable, BBC, Reuters USA Today, CNN etc. During the weeks of the campaign, Spies dominated the Danish media landscape.

The overall execution was divided into three phases.

1) Preparation: Here the focus was on planning, developing the message platform, preparation of press materials, completion of national survey with +1,000 respondents and the development of media collateral.

2) Execution: This phase focused on the tactical and operational PR towards all relevant media types including pitching of stories, journalist liaison press office, and media monitoring – all in order to secure a targeted PR campaign that creates as much coverage and buzz as possible.

3) Evaluation: This marks the end of the PR effort. A full coverage and media was developed and the follow-up efforts / actions were discussed.

The campaign created more than 60 media stories in Denmark alone, and was the subject of a 3 hour national morning TV show. There were 13.1 mill. exposures, a 3,1 mill. estimated ad-value as well as 1490% ROI on the PR.

Internationally, it created +300 media clips (eg. Washington Post, Guardian, Mashable, Huffington Post, BBC) with an estimated global reach of +100 mill.

Online spread of +6.8 mill. views and was ‘Globally most shared ad’ on Mashable’s Viral Video Chart’, and it generated more than 450.000 social actions.

Best of all, sales show a 95% rise compared to last year.