When most Americans think about Denmark, if they think about Denmark, it's probably something along the lines of being near Sweden and Norway or eating strange fermented fish (or is that Iceland?) or not
much at all. In general Denmark lacks an identity with foreign tourists and the sensitive geniuses at Visit Denmark, the country's tourism board, decided that the best way to get men to visit was to focus on two main selling points:>
- Danish women are blonde and beautiful
- Danish women get drunk and have unprotected sex with strange foreign men they meet in bars
But how do you launch a campaign (outside of Maxim Magazine) that will hit your target audience without grossing out everyone else in the process?