VisitDenmark | Finding hygge in 24 days


The challenge

Danes are renowned for being amongst the happiest people in the world, enjoying a high quality of life and maintaining an excellent work-life balance. At the heart of the Danish way of life is the concept of ‘hygge’, which roughly translates as a sense of happiness and contentment achieved through life experiences and simple pleasures. During the high season of hygge, VisitDenmark wanted to encourage people from across the world to seek more happiness in their lives with a festive campaign to increase awareness of Denmark as a tourist destination, with particular emphasis on US and UK audiences.


The solution

Working closely with VisitDenmark & Scandinavian Airlines (SAS), Reuters delivered #FindingHygge, a multi-channel campaign to spread the concept of hygge via an interactive advent calendar revealing 24 days of content, videos and a daily competition to win one of 24 unique trips to Denmark.

Each element of the campaign was distributed across Reuters channels with bespoke Canvas ads on, distribution to over 2,500 global broadcasters and social amplification to VisitDenmark’s core markets.



Reuters created an interactive, mobile first online advent calendar featuring 24 days of content and competitions. Each day a new video and hygge tip was revealed, along with a chance to win a holiday and a ‘money-can’t-buy’ experience to be enjoyed somewhere in Denmark.

Video News Release (VNR)

Reuters filmed a VNR campaign for VisitDenmark in Copenhagen, with video footage exploring the true meaning of ‘hygge’ which was distributed to more than 2,500 broadcasters and online platforms.

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