Hier wird Urlaub zu Ørlaub
Dänische Østsee Inseln
Strategic Marketing Alliance - Zealand
Putting Zealand and Islands on the German tourist map
The challenge
While many Germans are familiar with Denmark, few know where to find Sjælland og Øerne — or why they should visit. The region is full of coastal charm and authentic Danish experiences, but compared to the well-known West Coast, it was virtually invisible on the German holiday map. The challenge was clear: we needed to put the islands on the map — both literally and emotionally.
The solution
We created a new destination brand: Dänische Østseeinseln. Building on the positive associations with Dänische Ostsee, we added a twist: the Danish letter Ø – which both is a danish letter and means ‘island’.
With the line “Hier wird Urlaub zu Ørlaub” , we introduced Germans to a new kind of island holiday — playful, coastal, and unmistakably Danish. By replacing vowels in familiar German words with Ø, we created a bold and eye-catching campaign that taught travellers something new while making Sjælland og Øerne stand out.
The result? A distinct brand universe that sparks curiosity and puts the islands firmly on the German holiday map.
