Spies: Do it for Denmark!


Spies is mostly associated with package holidays – not city breaks. They wanted to change this perception in an attempt to improve their market share. Together with Robert/Boisen & Like-minded and BeOn, Radius  created a campaign to get  Danes to recognize that Spies provides city breaks.

The campaign was called “Do it for Denmark” and had its starting point in the societal problem of declining Danish birth rates and therefore gave a simple solution to the problem: Go on a romantic getaway with Spies and ‘do it’ for Denmark. We conducted a population survey about romance on holidays, which gave us insights that formed the basis of the campaign and created content for both the campaign film, the press activities and Spies’s own channels such as social media.


  • 300 press clippings worldwide – +60 in Denmark
  • The campaign video got +7.5 million views on YouTube
  • Awareness of Spies’ city breaks increased by 30 percent
  • The sale of Spies’ city breaks increased by 95 percent