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September 14, 2015
Successful press effort kick-starts the Ancient Road Hærvejens new brand
Back in 2014, Related was responsible for developing the Ancient Road Hærvejen’s new brand, and in 2015, we launched a large press effort and PR campaign, which until now has resulted in press coverage worth more than 1.8 million kroner (approximately 241.000 euro).

Derived from the very brand we helped develop back in 2014, Related was charged with developing - and subsequently implementing - a PR strategy for the Ancient Road Hærvejen. The goal was simply to increase the awareness of Hærvejen as a destination among Danes. 
 
A number of press releases were sent out with the focus being on Hærvejen as a potential holiday destination for particularly biking and hiking tourists - and a number of local press releases were devised based on what to experience on Hærvejen in that exact area, the press release was sent out. Moreover, the results of the ongoing project were communicated to the industry. 
 
Simultaneously, we were responsible for arranging and coordinating a number of press and blogger trips to Hærvejen. Here, journalists and bloggers were able to see with their own eyes, what the destination had to offer. 
 
- The media has shown a great interest in Hærvejen, and the “new” destination has received a lot of good press. So far, the press effort has resulted in 97 articles with an estimated total ad value of more than 1.8 million kroner equal to 241.000 euro - and we have yet to see the results from several press trips, says Trine Abild.  
 
Many of the articles have been brought on print, but online you can for example read about the Danish blogger Camille’s experience on Hærvejen at her blog ‘Riders on the Rainbow’ here and here
 
 
 

About Related

Related is a modern PR agency that works goal-oriented on strengthening companies’ and organisations’ reputations and relations to their surroundings. We do this both on the platforms that you own as well as the platforms that you cannot control yourself.

We view PR from a broad perspective. We do not believe in being experts within all communication disciplines. But we believe in being specialists within PR and in thinking creatively and innovatively every single day. In fact, we believe this is the right and only way to go as a modern PR agency.

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