|FROM ||Ruben Safir
|SUBJECT ||Subject: [NYLXS - HANGOUT] Do it for Denmark
|From owner-hangout-outgoing-at-mrbrklyn.com Wed May 7 21:28:14 2014
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Date: Wed, 7 May 2014 21:28:09 -0400
From: Ruben Safir
Subject: [NYLXS - HANGOUT] Do it for Denmark
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User-Agent: Mutt/1.5.23 (2014-03-12)
To Encourage Holiday Sex That Results In Babies, A Danish Campaign
Offers "Ovulation Discount"
By Jeff Beer
Spies Travel offers an "ovulation discount" on city vacations and a
three-year supply of baby stuff for Danes who get knocked up.
Copenhagen is routinely named one of the best, most liveable cities in
the world (except if you're a giraffe). But despite also being pegged as
some of the world's happiest people, the country's birth rate sits at a
Travel agency brand Spies Travel and agency Robert/Boisin & Like-Minded
recently decided to try and kickstart the production of a new generation
of Danes with a new patriotic/sexy time campaign called "Do It For
Denmark." Studies showed that Danes have 46% more sex on vacation and
that 10% of all Danish babies are conceived abroad. The campaign is
offering an ovulation discount to anyone who wants to go on a romantic
city break and get pregnant. Not only that, if you can prove you
conceived during the trip, you could win a three-year supply of baby
supplies and a family-friendly holiday.
Agency creative director and partner Heinrich Vejlgaard says that Spies
Travel is a very familiar brand that is best known for package holidays.
The brief was to connect Spies Travel to city holidays too, since
awareness is low on these types of offers.
"We did some research and realized that it’s mainly couples that go
on these city trips and looking at our own experience in foreign cities
it always been sort of romantic trips with lots of extra bed action,"
says Vejlgaard. "At the same time we stumbled over low birth rate fact
and an idea sparked that if just more people would go travel we
wouldn’t have this crisis in the first place. In order to give
people an extra encouragement to travel we needed an extra incentive,
that’s how the competition and the Ovulation Discount emerged. "
Last year the agency's campaign for Spies tackled winter depression by
sending solar mannequins on holiday to see how much energy they got.
"That created quite a bit of PR here in Denmark, so it felt like a
natural follow up to try to solve the declining birth rate too," says
No one has sent in any pregnancy proof just yet, but Vejlgaard is
confident they'll see some entries within the next nine months. "Now we
cross our fingers for a little baby boom," he says.