Gateway to great summer experiences
Fredericia opened the gate to great summer experiences with strategic digital marketing campaign.
Fredericia opened the gate to great summer experiences with strategic digital marketing campaign.
At the end of the Little Belt Bridge on the Jutland side is the King’s Fortress of Fredericia. The city was founded by Frederik III in 1650 as a defense structure in a time when Denmark was characterized by war and unrest. Today, Fredericia is a cozy provincial town that, with its idyllic ramparts, still bears the mark of being a piece of Danish history.
The municipality’s tourism actors have worked hard to attract more visitors to the fortress city in the summer of 2021. Iternum Digital (former Propellos) has initiated the digital marketing and has helped with the branding of the city. This was done in collaboration with the agency TBWAConnected and the media agency Skru Op.
Marketing Fredericia as a summer holiday destination
Attracting overnight guests
Highlighting the town's attractions
Iternum helped with:
Awareness, Engagement, Traffic
Branding, E-mail Marketing, Inbound Marketing, Media Buying, Social Media, Strategy
Active Campaign, Drupal, Hubspot, Playable
We have put Fredericia on the map as a summer holiday destination with great attention in the market as a result. We have created a digital setup that we can use for digital campaigns in the future – and we have taken the first steps towards involving the hotels even more as both ambassadors for the town and as a communication channel.
In collaboration with Fredericia Municipality and Visit Fredericia, Experience Fredericia aimed to further market the town as a Danish summer vacation destination. They saw a unique opportunity to attract Danish tourists to the town, as travel behavior had changed due to the Corona situation. There was enormous potential here – several studies indicated that a large group of Danes had yet to decide or book their holidays in the spring of 2021.
As a result, the town’s stakeholders set a goal to enhance tourism efforts by not only attracting overnight and day visitors but also “leading” them to places and attractions in the town and nearby areas.
Beyond Fredericia’s ramparts, the town and surrounding areas offer a multitude of experiences. Therefore, it was obvious to stage the ramparts as a communication concept, where the town’s gate was the entrance to summer activities. This led to the campaign “Fredericia – Gateway to Great Summer Experiences,” which was subsequently linked to all marketing activities.
It was important for Fredericia to market itself as a place where, during the summer, one could experience free live music on several concert stages, dine on everything from Michelin cuisine to street food, and enjoy cold refreshments at the beach bar on the town’s beach. Additionally, water activities such as SUP, kayaking, and whale safaris were high on the agenda – and bridge walking on the nearby Little Belt Bridge was also to be highlighted. Furthermore, guided city walks about Fredericia’s significance in Danish history were an important activity – and the nearby area’s many nature experiences and amusement parks were also to attract visitors.
To ensure many overnight stays/visitors during the summer, it was crucial for the stakeholders in Fredericia to target three specific groups that could encapsulate the town’s many offerings: families with children, active tourists, and bon vivants.
With these target groups in mind, we composed a strong digital marketing strategy and choose the media mix that provided inspiration to the target groups, where the message “Gateway to great summer experiences” went hand in hand with creative input for experiences in and near Fredericia.
The result was the development of a digital and creative campaign that created synergy across various marketing platforms through an easily recognizable visual identity.
The campaign included:Â
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The result of our collaboration with Experience Fredericia and Visit Fredericia has borne fruit.
Already in June, we saw an increase, as the number of overnight stays skyrocketed by 77% compared to 2020. This corresponds to a growth of 10,352 overnight stays. The corresponding development in the whole of Denmark was only 23%.
The trend continued, and overnight stays for the entire summer period (June/July) have overall increased by 26%. This is significantly better than the national average, where the difference is only 7% or in comparable neighboring destinations, where the growth is only about half of what has been achieved in Fredericia this summer.
Therefore, the tourism stakeholders in Fredericia could be pleased that, among other things, through a successful campaign effort, they have almost managed to close the gap from the foreign tourists, who again this year were hard to come by.
Through competitions on Social Media and the website, a significant number of permissions were also collected, which has since created a solid foundation for the future e-mail marketing of the city all year round.
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2000 Frederiksberg

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