Public/Private: Global Marketing of Denmark
A clear and positive perception of Denmark and Danes abroad is important to Denmark. This will allow Denmark and Danish companies to compete in the global race for talents, tourists, investments and increased market share for Danish products and services.
In 2007 an agreement was made between the government and the Danish parliament on an Action Plan for the Global Marketing of Denmark. The aim is to strengthen a clear and positive image of Denmark abroad to ensure Denmark’s ability to compete for creative and competent workers, students, tourists, investment and global market share.
Headed by CEO of Henning Larsen Architects, Mette Kynne Frandsen, the Marketing Panel of more than 30 representatives of Danish companies, organisations and ministries, in May 2010 put forward an action plan of how to promote and brand Denmark in the future.
LinKS facilitated the entire process and orchestrated the work of the panel throughout a series of workshops.
The final result was a strategy mandate for the Danish Minister of Economic and Business Affairs, Mr. Brian Mikkelsen, in May 2010.