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Case

Trade Council of Denmark

Building awareness and preference

Summary

The Trade Council of Denmark helps exporters to establish commercial activities all over the world. Even though it had achieved an awareness of over 70%, the body knew it would benefit even further from a fresh campaign to combat flagging interest.

CBC developed an award-winning communications platform to help develop awareness and – importantly – preference, as a key performance metric. This was designed to improve the perception of the Trade Council, which was seen as static and lacking in commercial experience.

Awards

Key deliverables

Brand positioning
Lead generation
Creative concepts
Print ads and direct mail

“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

Creating awareness

and preference

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 However, its outdated image made exporters reluctant to use its services as they (mistakenly) felt the body lacked real-world experience abroad.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.

Learn more about:

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

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Trade Council of Denmark

Building awareness and preference

Key deliverables

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Terma

Brüel & Kjær