Visit Denmark launched its new branding ‘Denmark - Feel Free' to the C&I market at International Confex at Earls Court in London this week.
The new brand, supported by the strapline ‘Free the Dane in You', will be used across Visit Denmark's leisure and C&I marketing campaigns.
It aims to communicate the Danes' relaxed and informal attitude and open-minded people.
"The Danish values and the Danes' approach to most things in life, including how to play host to meetings of all kinds, is pretty straightforward," said Jonathan Cohen, marketing manager at Visit Denmark's business events team.
"We want to challenge people to meet their own business challenges and objectives by doing things a bit differently and being more expressive."
In line with the new brand, Visit Denmark's business events team is looking at different ways to communicate with UK C&I buyers.
This year, it has teamed up with Carlsberg for a C&I roadshow with a difference - it has commandeered a Carlsberg trailer that will be transformed into the "Copenhagen Lounge" and pay visits UK C&I agents at their offices in March and November.