The Power of the Press Release

Client: Visit Värmland

01 | Challenge

As many regional stakeholders in Värmland have invested a large amount of money into the refunction of winter attractions to be able to offer summer activities as well, it is important for the Tourism Board of Visit Värmland to be perceived as an all - year - round destination. So, the new mountain bike trails, national biking routes and unique style of accommodation became the cornerstones of the press activities in Denmark and Germany.

02 | Solution

In order to change the perception of a destination, a wide range of the target group must be reached. One of the best communication channels in the whole spectrum of possibilities is the classic press release. On the Danish as well as on the German market, multiple press releases were therefore sent out focusing on selected summer activities that have been invested into. 

As EHRENBERG SØRENSEN Kommunikation has been active in both markets for several years, a wide network of media representatives has herewith been reached.

03 | Result

In total five press releases have been sent out on the Danish and German market. All of them have been picked up by the market’s media – from local newspapers to specific niche media. Furthermore, the media’s interest for press trips has risen and importan t contacts have been made for future collaborations.

- 38 clippings, print and online

- 2.003.433 total readership

- 61.444 EUR total media equivalent value

“We are very pleased with the results of the press releases, that were sent out on the Danish and German market by EHRENBERG SØRENSEN Kommunikation. They have pinpointed important topics and themes and raised great awareness within our targeted markets and its media. Consequently, we have appreciate d this rather classical PR measure in our diverse portfolio.”

- Jenny Nohrén, Communications manager at Visit Värmland.

Photo credit: Visit Värmland
Tommy Pedersen / Roger Borgelid / Roger Borgelid

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70