Inspiring Denmark: How to recruit a complete ambassador corps with a strong visual identity and a little chocolate

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Entry Information

Country where program ran: Denmark
Program start date: 02/08/12
Program end date: 03/02/12
Advertiser/Client Name: Inspiring Denmark
Product/Service Description: Inspiring Denmark is a semi-public, project-based, non-profit organization funded by the EC, regional funds and a number of private partners within the hotel industry. Their task is to attract big, international, and preferably scientific, conferences to the region of South Denmark by showcasing the region's many strengths.
Category: Not-For-Profit (NFP)

Strategy

Business problem

The Assignment: Recruit an elite ambassador corps consisting of at least 35 ambassadors of the selected 86 personers who can spread the word about Inspiring Denmark and promote South Denmark as an ideal congress destination in their respective international networks.