On June 20th 2025, Center Parcs opened its first resort in Denmark: Center Parcs Nordborg Resort, located on the island of Als in Sønderjylland. This marks the brand’s debut in Scandinavia and represents one of the most ambitious tourism developments in Denmark in recent years.
As the appointed PR agency for the launch, we have worked towards the launch since 2022, so this was the culmination of years of planning and effort. For the launch itself, we supported Center Parcs with press and media relations in connection with the opening. Our task was to ensure national awareness, visibility, and press engagement in the lead-up to the official opening, around the opening itself – and after.
A few days before the first guests entered the resort, we coordinated press coverage and press attendance at an official inaugural ceremony at the resort for press and stakeholders. This included the ceremonial cutting of the red ribbons and hand-over of the symbolic key from other Center Parcs colleagues to their new Danish colleagues. Key national media like Børsen, TV Syd, DR P4 radio and many others attended the ceremony where they got an exclusive preview of the resort and a unique interview opportunity with the investors and initiators behind the resort.
We also arranged for members of the press to stay over the opening weekend, allowing them to experience the resort in full – from the nature-integrated architecture and sustainable design to the wide range of family-oriented facilities.
The effort generated strong media results, including TV, radio, and print coverage. Interviews and features appeared across a wide range of both national, regional and local Danish media outlets, helping position Center Parcs Nordborg Resort as Denmark’s new nature resort and a major new player in the tourism landscape.
The opening of Center Parcs Nordborg Resort was the result of more than a decade of planning and collaboration between private investors, public stakeholders, and international partners. And the journey – and our work – has just begun. More media stays and press activations are planned to make the Danes aware of all the USP’s Nordborg Resort has to offer.
