The 'Explore Denmark' campaign was introduced in 2014 to market Denmark's city break destinations across all markets. Starting with Copenhagen as city break destination Expedia Media Solutions created a custom page to present inspiring content.

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The campaign targets three major source markets, the UK, Germany and Italy. The UK is a huge market for city breaks in Copenhagen and is connected well through several daily flights into the capital. Germany has always been a strong market for coastal holidays in Denmark but many don't know as much about Copenhagen as a destination. Italy is a strong and upcoming market for Denmark that shows great potential. The campaign targeted cities in each of the markets that have direct flights to Copenhagen. Using Copenhagen as the bigger city and to raise awareness about Denmark's city break destinations, Aarhus was introduced as a new and upcoming destination in Denmark.

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In September 2014, Visit Denmark worked with Expedia Media Solutions to take the collaboration to the next level and transform the campaign by introducing creative content to engage consumers. The 2015 campaign aimed to inspire consumers, focusing on the top of the funnel, engaging consumers through highly visual content. Although Visit Denmark does not have an iconic or powerful monument as such to use in their marketing and communications, the idea was to showcase Copenhagen in a fresh, new way by focusing on the unique atmosphere in the city.