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.

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.