Spies Travel wanted to inform the Danish people that they offer city holidays, and sell more holidays to these destinations.

We piggybacked a topical issue of the country’s 27-year-low birthrate, and used the insight that Danes have 46% more sex on city holidays to come with a solution to the population issue.

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.

Spies Travels hoped to increase their sales to city destinations by 5% through the promotion.

The campaign generated more than 60 media stories in Denmark alone, incl. a 3 hour theme on a morning-show on national TV. There were 13.1 million exposures, a 3.1 million estimated ad-value as well as 1,490% ROI on the PR.

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

Massive online spread of +6.8 million 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.

The target group are mainly 30+ couples. They go on city holidays with the intention of revitalising their relationship, and have some romance without the interference of everyday life. The campaign offered extra incentive for these people to take a holiday with us.