Background and Objectives

‍Bornholm, a jewel in Denmark’s tourism landscape, draws visitors with its blend of dramatic coastlines, charming villages, and rich cultural heritage. Destination Bornholm, the island's tourism authority, plays a pivotal role in elevating Bornholm’s profile as an attractive destination, balancing tourism promotion with sustainable development goals. Our objective was to create a strategic communication framework that amplifies Bornholm’s unique appeal while supporting Destination Bornholm in optimizing engagement with key stakeholders.

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Process

‍Through a series of workshops with the leadership and communications teams, we identified and aligned on core themes and priority audiences. This involved mapping Bornholm's assets—its renowned outdoor experiences, culinary offerings, and historic sites—while strategically prioritizing the island’s appeal to both local and international tourists. The process included defining a stakeholder engagement strategy, establishing relevant communication channels, and crafting a messaging hierarchy that highlights Bornholm’s exceptional qualities.

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Output

‍The resulting strategy has empowered Destination Bornholm to refine its outreach initiatives, focusing on storytelling that captures the island’s vibrant identity. By fostering collaborations with local businesses and community organizations, Destination Bornholm is set to deliver consistent and compelling narratives that resonate across channels. This strategic alignment supports Bornholm’s sustainable tourism vision, enhancing its reputation as a must-visit destination in Northern Europe.