Do It For Denmark – Thomas Cook realises sex sells holidays (and helps birth rate) [VIDEO]
Do It For Denmark starts with a video to outline the problem of fewer children being born in the country, but quickly plants its tongue firmly in cheek with a plea for couples of every persuasion to, well, enjoy themselves when travelling.
Encouraging potential customers to get close to one another is one thing, but the campaign moves into cheeky (perhaps even a bit weird, depending on your point of view) territory when it asks that those have booked a trip online and can prove conception – via a copy of a positive pregnancy test – are eligible to win a prize.
The campaign is clearly working so far in terms of getting eyeballs – some one million views of the video on YouTube in just two days.
Bit too early to establish the net effect on the Danish population
Here is the clip:
Kevin May is a senior editor and one of the co-founders at Tnooz. He was previously editor of UK-based magazine Travolution and web editor of Media Week UK from 2003 to 2005.
He has worked in regional newspapers (Essex Enquirer) and started his career in journalism at the Police Gazette at New Scotland Yard in London. He has a degree in criminology, a postgraduate diploma in magazine journalism and will be publishing his first book - a biography about electronic band, Depeche Mode - soon.