Copenhagen Gets Extra Marketing Funds

COPENHAGEN, Denmark -- In a funding coup, Denmark's capital has won an additional $8 million for worldwide promotion.

The public-private addition to Copenhagen's marketing budget from now to 2001 is being supported by SAS, the biggest contributor, along with the Danish Tourist Board; the city government of Copenhagen and surrounding counties, and the Ministries of Industry. The funding is intended to increase international bed nights by 150,000 annually, a 16% increase over the 1996 figure.

Markets targeted will include Germany, Great Britain, Italy, Spain, Switzerland, Russia and the U.S. The U.S. market will be targeted with a $1.4 million campaign, making it second only to Great Britain in Copenhagen's promotional efforts. The $1.4 million will be aimed primarily at stimulating the meetings and incentives market, according to Jarl Boye-Moller, managing director of the Danish Tourist Board here.

"Growth was stagnant in the early '90s until Copenhagen hosted Cultural Capital in 1996; then the city saw a 16% increase in international bed nights. Last year showed about 8% growth," he said, adding that Americans account for about 250,000 bed nights.

Boye-Moller said the city would be adding 1,200 to 1,400 four- and five-star hotel rooms the next two years. He said deals were being made with hotel chains to construct new properties but that he could not reveal details until contracts were finalized.

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