Spies Travels: Do it for Denmark and Do it for Mom

With Danes increasingly taking advantage of budget airlines and travel websites to organise leisure trips, this case study explains how provocative advertising helped re-establish the relevance of the 60-year-old Spies travel operator which was synonymous in Denmark with family package holidays to the Mediterranean.By suggesting Danish couples should travel to have more sex and boost the country's flagging birth rate, the tongue in cheek ''Do It For Denmark'' and ''Do it for Mom'' campaigns generated huge attention. They gave the brand a role in a national conversation about population trends and grew sales of Spies city breaks and activity holidays. On a modest budget of Euro670,000, the combined campaigns generated an estimated return for every Euro invested of Euro5.8 of revenue and Euro of net profit.