New brand concept and massive media coverage

Related developed and executed a new brand, communications tool box, and PR strategy for Hærvejen.


Related worked with Hærvejen, “the Danish Camino”, when we were chosen to develop a new brand for the legendary route up through Jutland. The brand development included comprehensive research and massive involvement from the project’s stakeholders. The result was a completely new brand concept and visual identity.

Afterwards, Related was chosen to implement the brand among all the stakeholders involved in the destination through a massive communications project where we developed a comprehensive toolbox and guide, making it easy for all hotels, attractions, B&Bs, and restaurants along the route to adapt the concept and use the brand in their daily communication with tourists and visitors – making Hærvejen one unified destination.

Later, we developed a national PR strategy which – through a massive press effort and over the course of just 3 months – resulted in coverage about Hærvejen in print and online media equal to an advertorial value of almost EUR 340,000.

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