With birthrates on the decline in Denmark, Spies, a Danish travel agency came up with a very unusual way to promote travel, among other activities at the same time with the suggestively-named 'Do it for Denmark' campaign.
Birthrates in Denmark are at a 27 year low, meaning there aren't enough babies being born to support its aging population. However, couples are about 46% more likely to engage in sexual activity while on vacation, so Spies created a campaign around this idea.
On the Do it for Denmark site, there's even an ovulation calendar, so that trips can be planned around the time a woman is most likely to get pregnant. About nine months after booking a trip, if couples can prove that they conceived while on that holiday, they will win three years worth of baby supplies, plus a family-friendly vacation.
Coupling Travel Campaigns
'Do It for Denmark' Aims to Raise Denmark's Declining Birthrates
Trend Themes
1. Fertility-focused Travel - Travel campaigns that promote fertility as a key motivator for booking trips present an opportunity to target couples who may be struggling with conception.
2. Promoting Family-friendly Activities - Travel agencies can cater to families by promoting destinations and activities that are suitable for all ages, and incentivizing family travel to boost birthrates and support aging populations.
3. Integrating Technology with Travel - Incorporating technology, such as ovulation calendars and fertility tracking apps, into travel campaigns can attract tech-savvy consumers and provide a more personalized travel experience.
Industry Implications
1. Travel and Tourism - The travel industry can create travel campaigns that focus on fertility and promoting family-friendly activities to increase bookings and support the growth of local economies.
2. Family-oriented Businesses - Companies that cater to families, such as baby supply stores or theme parks, can partner with travel agencies to offer vacation packages and promote family travel as a way to boost birthrates and support aging populations.
3. Healthtech - Health technology companies can collaborate with travel agencies to integrate fertility tracking apps and other health-focused technologies into travel campaigns, providing a more personalized and tech-savvy experience for consumers.