IMAGINATION – Discover the Danish Spirit is a unique marketing and export platform this summer in London. From this platform, large and small Danish organisations can promote and sell Denmark and the Danish lifestyle, Danish products and experiences, and Danish competencies in the fields of tourism, food, fashion, design and innovation. And all of this will be done in a fun and innovative way.
Why the Olympics?
- The London Olympics will be the biggest international sporting event in recent history.
- During the 3-week Olympic Games the entire world will be focused on London.
- The Olympics are expected to attract an additional 5-6 million tourists to London.
- 2/3 of them will be from Britain and 1/3 will be international visitors.
- They are coming to watch the Olympic Games – but are also receptive to other input!
- Almost 20,000 British and international media representatives will be covering the Olympics.
Who is behind it?
VisitDenmark and the Danish television channel TV 2 have entered into a partnership this summer at rent St Katharine Docks, where the three weeks event will take place. VisitDenmark is using the area as a platform to market Denmark, and at the same time serve as a base for TV 2 broadcasts.
What is the concept for the event?
The Danish marketing platform is being marketed under the concept IMAGINATION.
From this location, the Danish lifestyle and Danish experiences, products and competencies will be presented in a fun and innovative way.
The aim is to make an impression and leave a mark, to give visitors a taste for Denmark, food for thought, new perspectives and a relevant, appealing sense of what the creative and innovative Denmark has to offer.
Where will the event take place?
- St Katharine Docks
- An area similar to Nyhavn (Copenhagen’s 17th century waterfront and
entertainment district) with a view of Tower Bridge - Cobbled square with converted warehouses, exclusive homes, pubs, restaurants and a marina
- A neighbouring district to the Tower of London, which was visited by more than 300,000 guests per month in July/August 2011
- Short distance from Tower Hill station – on of the major traffic hub for the Olympic area
- Up to 20,000 daily visitors expected
