Client: Wonderful Copenhagen
We recently supported Wonderful Copenhagen in promoting their CopenPay campaign, an initiative that rewards travellers for making sustainable choices in Copenhagen. Through CopenPay, visitors can earn free or discounted experiences such as bike rentals, museum entries or boat tours by cycling instead of driving, using public transport or picking up litter.
The strategy for CopenPay's PR relied on innovative measures to achieve maximum media visibility at minimal cost. The goal was a global presence through earned media (unpaid coverage), which would simultaneously initiate a sustainable shift in tourist behavior.
Media relations were specifically targeted at leading media outlets such as TV2 Kosmopol.
ESK developed a strategic communications campaign for the launch of CopenPay and handled all media relations, including:
This strategic approach secured coverage on TV2 Kosmopol, the regional branch of Denmark’s national TV2 network. TV2 Kosmopol is known for highlighting stories that make city life more innovative, sustainable, and inspiring – making CopenPay an ideal fit. The resulting feature was not only broadcasted to a national audience but also presented the campaign in a way that felt authentic, engaging, and highly relatable, significantly boosting public awareness and driving interest in sustainable tourism in Copenhagen.
Total views: 510.000
Estimated ad value: 4.152 €
Link to broadcast (the segment starts at 3:05).
Allan Sonne Sørensen
Partner & CEO
+45 51 88 82 70
as@ehrenbergsoerensen.com