Do It For Denmark – Thomas Cook realises sex sells holidays (and helps birth rate) [VIDEO]

Thomas Cook subsidiary Spies has found a way to solve the declining birth rate in Denmark – create a marketing campaign which promotes sex on holiday.

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:

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Kevin May

About the Writer :: Kevin May

Kevin May was a co-founder and member of the editorial team from September 2009 to June 2017.



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  1. scallywag

    Granted the ad is a gem, but it does mask some awkward discussions: Why doesn’t why Denmark simply increase the rates of immigration (although one also wonders the tolerance and appetite for such ventures given Denmark’s reputation with such matters) as well as promoting the joys of parenthood and not just sex itself. Assuming one can afford it too …..

  2. Charlotte Lamp Davies

    Some us remember Mr Simon Spies who founded Spies Rejser. He would have liked this ad very much


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