Inspired by Copenhagen 

As an advertising professional, understanding consumers, cultures and trends is at the forefront of any outreach method. Given this, any opportunity to immerse myself in new insights or ways of living excites me. My recent trip to Copenhagen was the epitome of this. 

Strolling the streets of a city that is roughly 857 years old whilst being at the cutting edge of business, technology and sustainability had me in a state of constant awe, all the while filling up my camera’s memory card. The first place I went to after the classic post-flight nap at the hotel was Nyhavn, a vibrant waterfront district originally built in the 17th century as a commercial port. Now a must-see for tourists, this bustling port is filled with cafés, restaurants, galleries and street vendors, just to name a few. 

One thing that I admired was the subtlety of Nyhavn’s business’s approach to garnering customers. Unlike a lot of high-traffic areas, it didn’t have huge neon signs showcasing discounts, no salesmen on the sidewalk persuading folks to come in or gimmicky schemes to entice customers. On the contrary, the shops alongside this picturesque waterfront practiced business with total integrity. The district let the quality of its product and brand speak for itself in a way that felt more authentic and inviting than most. 

This turned out to be a common theme I discovered across Copenhagen. Most experiences felt much less transactional and much more symbiotic. So much so that I didn’t really feel like a tourist during my visit to the Danish capital, but more of a friend you’d have over for dinner. 

Venturing beyond Copenhagen's city limits, I embarked on a quick train to Helsingor, in hopes of seeing more of the country and exploring Kronborg Slot, the setting of William Shakespeare’s famous tragedy “Hamlet.” Rereading Hamlet is on my list for 2024 but without a doubt, the beauty and carefully crafted detail found throughout every hall and room of the 161,500-square-foot castle inspired me to sprinkle just a bit of the same artistic intricacy into my own daily marketing and personal labors. 

The last box I wanted to check off my list was visiting Sweden. Luckily the Øresund (Danish word for the sound that separates Denmark and Sweden) isn’t very wide and a quick 15-minute ferry ride was able to satisfy this wish. Just as the ferry served as a conduit for cultural exchange, I hope to serve a similar role in marketing, as advertising campaigns must also transcend geographical boundaries to reach diverse audiences and adapt to varying cultural nuances.

Fernando Briones

Paid Media Specialist

Marketing Team