In September 2022, Greenland hosted Vestnorden, the travel trade show of the North Atlantic in its capital Nuuk. As the biggest international travel trade event in Greenland, this year’s Vestnorden gathered 420 both buyers and suppliers from 25 countries.
As the national tourism board of Greenland, we, Visit Greenland, held a campaign called Date a Destination during Vestnorden. Visit Greenland’s goal is to ensure that tourism development in the country benefits all of Greenland. Therefore, we highlighted off places to visit that were off the beaten path and turned them into dating profiles.
Take a look at our integrated campaign.
Video campaign
Traditionally at the opening ceremony of Vestrnoden, Greenland, Iceland and the Faroe islands present a video to advertise their own country. Visit Greenland showed this Date a destination video at the opening ceremony of this year’s Vestnorden.
Instagram Campaign
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Onsite campaign (IRL!)
- Walking boards of destinations
- Destination slideshows
Video Campaign
Meet Greenland if it was a person…
There are more than 70 destinations including towns and settlements in Greenland and 27 destinations are introduced on Visit Greenland’s website. Among them, we handpicked 6 destinations to introduce as your dates in Greenland.
Are you ready to meet 6 personalities in Greenland?
Onsite Campaign
Find your match in Greenland
Destination walking boards
On the front side of the board, each destination is presented if it was a person on a dating app. If people decided they wanted to ‘date the destination’, participants were able to scan the QR code on the back of the board. They would then be taken to the corresponding destination page on visitgreenland.com where they were able to read more about the destinations.
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Destination slideshows
Destination slides were displayed on the screen at the Vestnorden event venue.
Integration with sustainable initiatives for the event
From cups to recycling taglines, all recycling messages had a touch of sass and humour alluding to the Date a Destination concept.
- 2000 plastic cups saved! Statistically, each person takes usually 5 cups of water/coffee per day.
- 107,000 views for the video on social media during the event
