Bringing Värmland’s food scene to Copenhagen

Client: Visit Värmland

01 | Challenge

Visit Värmland is home to a large and diverse and sustainable food culture and scene, yet they faced a large awareness gap for this among danish travellers. In order to remedy this, they wanted to showcase the region’s food offerings directly to a Danish audience.​

While Danes’ awareness of the different local producers, culinary traditions, and the region’s connection to sustainability was the core problem, and the main challenge for solving this problem was competing for attention among Danish journalists, as several Swedish destinations were promoting themselves at the same time. 

02 | Solution

While Copenhagen is known for its Nordic food and restaurant scene, Värmland offers a yet unknown, unique culinary experience. We highlighted this through an exclusive dinner and trade event at the Swedish Embassy in Copenhagen where Visit Värmland presented their culinary scene to Danish journalists. This provided a valuable opportunity to engage Danish media and the travel industry and showcase Värmland’s diverse range of experiences.

Why Copenhagen?​
We chose Copenhagen as the place for this culinary event as the Danish capital is not only a hub for Nordic gastronomy, but also home to many influential journalists and travel professionals who influence Danish travelers’ choices. By hosting the event in the Danish capital, we strategically built relationships, sparked curiosity and raised awareness of Värmland as an attractive destination for Danish travelers. The focus on gastronomy was particularly relevant, as food and local flavors are an important factor for Danish travelers when choosing a destination.​

Objectives of the event​

  • Build awareness of Värmland with the right message to media and travel industry partners in Denmark​
  • Increase awareness of Värmland as an attractive Swedish destination among Danish media and the travel industry

03 | Result

The event at the Swedish Embassy in Copenhagen was a great success with full attendance – all 29 invited guests attended, which is relatively unusual for this type of event as it is usually hard to attract an effective number of participants. This again highlights the success of the event.​​

The visit was further enhanced by the presence of the Swedish ambassador to Denmark, who contributed to an official and engaging atmosphere. The culinary element was also one of the highlights of the evening – chef Christoffer Schyman made a strong impression and the food was received very positively by the guests.​​

The event resulted in many fruitful conversations and new contacts for Visit Värmland, receiving both concrete interest from the travel industry and positive responses from several journalists. The event also resulted in a press trip being planned, and several media outlets expressing interest in future activities as Värmland becomes relevant in their editorial calendars.

"We have had a long and successful collaboration with EHRENBERG SØRENSEN Kommunikation, who with their market expertise have contributed to strengthening Värmland's position in our prioritized markets. I particularly appreciate their combination of strategic insight and local market expertise, which is delivered in a professional yet personal manner. They are both proactive and responsive in their approach, which means that we always feel confident that our needs and goals are taken very seriously. Their clarity and careful evaluations give us valuable information to develop our work further."

–  Mia Landin, CEO, Visit Värmland

Interested in this case?

Allan Sonne Sørensen
Partner & CEO

+45 51 88 82 70
as@ehrenbergsoerensen.com