'Do It for Denmark' Aims to Raise Denmark's Declining Birthrates
Laura McQuarrie — April 9, 2014 — Marketing
References: do-it-for-denmark.dk & adverblog
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.
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.
Trend Themes
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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.
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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.
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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
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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.
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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.
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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.
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