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27. august 2012
Related helps launching new Danish tourist attraction
Southern Denmark has got a new tourist attraction, Lillebælt Waters – a new string of activities which take place in, above and under the water of Lillebælt. At Related, we have spend some of our time this summer broadening awareness of this new attraction.

Whale safari, diving and chasing under water may give associations to exotic destinations; however, these are exactly areas that have been in focus at Related during the summer, where we have been working on boosting awareness of the new Danish tourist attraction Lillebælt Waters, in close cooperation with Opening. 

Lillebælt Waters is the result of project supported by EU, with the aim of developing experiences in Middelfart with focus on particularly children, their parents and their grandparents. Middelfart Tourist Office is behind this specific project together with yet another project called Leg & Læring and the municipality of Middelfart, not to mention a number of hotels and local operators within gastronomy, diving, sailing and nature guiding, amongst others. Together they have developed a number of different family activities, which all spring from Lillebælt and the beautiful surrounding nature. At the point when the activities were ready for tourists to explore, Lillebælt Waters asked Related for help regarding the PR effort.
Exposure amongst tourists
The PR effort was focused on media coverage in regional and local media as well as in newspaper supplements about traveling and on online sites. Via a press release and personal media invitations we managed to attract media attention, resulting in positive coverage of the launch. Furthermore, specifically chosen media were invited to participate in individual press trips. Amongst them were BT, Politiken and Fyens Stiftidende, from where journalist brought their families to try the activities on their own. In addition, specialist media within the travel industry were also informed about the initiative.
The PR activities resulted in quite extensive exposure during the summer, thereby creating awareness about the activities amongst the holiday people looking for activities for the whole family. 

About Lillebælt Waters

Lillebælt Waters is a project aiming at developing Middelfart and its surrounding area as a new tourist destination, especially targeted at families with children.

Behind the project are Middelfart Tourist Office, Project Leg & Læring, Hindsgavl Slot, Severin Kursuscenter, Comwell Middelfart, Comwell, Kongebrogaarden, Hotel Sixtus, Fjelsted Skov Kro, Milling Hotels, Erhvervscenteret and the municipality of Middelfart Kommune, not to mention a number of local operators within gastronomy, diving, sailing and nature guiding, amongst others.


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