POSTED: Thursday March 31st 2011
FOR IMMEDIATE RELEASE

Heavy focus on digital media at the UCI BMX World Championships 2011 in Denmark

A heavy focus on social media in the run-up to this summer’s UCI BMX World Championships in Copenhagen should give Denmark street credit throughout the world. The ambitious digital project is financially supported by the Branding Denmark Fund’s main objective is to assist its partners in reaching new target groups and turn their eyes to Denmark as an attractive and innovative tourist destination. 

Today, the viral film “BMX Bandits taking over Copenhagen” is launched through several channels in the digital media. By including all the well-known elements from the BMX sport, it appeals to the young underground groups in the entire world as well as to the many family fans of the BMX sport.

The regional tourist and event organisation, Wonderful Copenhagen, which is the main responsible partner for the staging of the UCI BMX World Championships 2011, has worked out an ambitious digital strategy to have the Danish branding values spread through social networks and viral media to strike when the iron is hot and the BMX-interest at its highest.

The digital project is financially supported by the Branding Denmark Fund. Chairman of the Board, Jørgen Tandrup says: “The Branding Denmark Fund’s purpose is to make Denmark known for all our positive values. Therefore, we are pleased to support the development of innovative types of communication, which are capable of reaching new target groups globally. Target groups, which then get to know about Denmark and subsequently may want to visit Denmark”.

Branding of Denmark

Fully in line with the primary objective of the film; to brand and expose Denmark internationally as a nation of innovative, open-minded and creative people worth a visit, the film takes the BMX genre from the closed tracks and leads it through the streets of Copenhagen

CEO of Sport Event Denmark, Lars Lundov says: “The BMX sport is a new Olympic sport, originating from the street culture. Therefore, it is only natural that the UCI BMX World Championships film introduce the sport in the streets, and not in a closed-off venue only. Taking the BMX sport from the venue to the streets of Copenhagen will further highlight Denmark as a nation of bike riders and add to Denmark’s image as a creative and green event destination”.

Managing Director of Wonderful Copenhagen, Lars Bernhard Jørgensen adds: “It is an obvious opportunity to try something new. The fact that Denmark is hosting as many as three world cycling championships in 2011 enables us to exploit the synergy between the three events and reach target groups beyond our existing audience. And not to forget: to spread the image of Copenhagen as a “bike city”.

Sports events are good business

‘Attention Economy’ is a relatively new word in Denmark, but it has become more and more clear how decisive a factor other people’s attention, or lack of the same, can have after the many new digital media have drastically changed the media image. After the global economic crisis took its beginning, and the battle to acquire (or keep) customers was intensified, major international sports events are seen as a guarantee for growth.

A part of Bike City Copenhagen

The UCI BMX World Championships 2011 event IS part of the Bike City Copenhagen project (BCC), which HRH Crown Prince Frederik is protector for. Copenhagen is the only city in the world, which has been appointed Bike City by the UCI by now and between 2008 and 2011, Copenhagen is hosting 6 major international cycling events. Beyond the above event, the package includes among others the The UCI Road World Championships 2011 and the UCI Para-cycling World Championships 2011.  Behind BCC (Bike City Copenhagen) stand as strong partners as the Danish Motor Union, the Danish Cycling Federation, Sport Event Denmark, The City of Copenhagen, The Capital Region of Denmark and Wonderful Copenhagen

Watch the film: http://www.youtube.com/watch?v=VRieZNomcLM

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Keywords · UCI · BMX · Denmark · UCI BMX World Championships · Copenhagen · Sport Event Denmark

Name: Eline Andersen
Organization: Sport Event Denmark
Email:
Phone: +45 43 26 21 04
URL: www.sporteventdenmark.com

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