Turning local experiences into unforgettable gifts
The challenge
Winter is traditionally a low season for tourism in Denmark. VisitDenmark wanted to boost travel activity — not by attracting international visitors, but by inspiring Danes to explore their own country. The idea was simple: if we can’t sell Denmark as a destination, why not sell it as the perfect Christmas present?
The solution
Fireball created an attention-grabbing awareness campaign based on one key insight: 6 out of 10 Danes don’t remember what they got for Christmas last year. So we invited people to give each other something they would remember — local experiences across Denmark. Framed as “more than just a Christmas present,” the campaign positioned domestic travel as both personal and meaningful, while giving the Danish tourism sector a seasonal boost.
