Creating awareness and preference

The Trade Council of Denmark, part of the Foreign Ministry, provides consulting services on establishing or improving commercial operations aboard to Danish exporters. However, its outdated image made exporters reluctant to use its services as they (mistakenly) felt the body lacked real-world experience abroad.

CBC was hired to develop an image campaign designed to increase both awareness and preference for the Trade Council of Denmark.


  • Build a strong brand position
  • Create brand awareness and preference
  • Develop a creative brand communication concept


“The creative idea developed by Cross-Border Communications is very strong and has been well received across the organisation. In terms of creativity, the campaign is exceptionally good and gets our message across in a highly original way.”


Eva Egesborg Hansen
Head of Department, Public Diplomacy and Communications, Ministry of Foreign Affairs, Denmark