HRHs Crown Prince Frederik and Crown Princess Mary are heading a major Danish business and cultural promotion in the US this week, called Creative Nation, together with the Minister for Foreign Affairs, Per Stig Møller and the Minister for Economic and Business Affairs, Bendt Bendtsen, as well as representatives from 42 Danish companies. The aim of the Creative Nation campaign is to strengthen the awareness of Denmark among businesses, political decision makers and ordinary American citizens. The plan is to roll out the promotion in a number of countries over time.
Hans Peter Slente at the Confederation of Danish Industries says: "The Danish corporate sector is acknowledged in the US for quality and good design, but even so awareness is limited. The US is such a large growth market that it is worthwhile to increase awareness of our competences."
The Creative Nation promotion has three major focus areas: energy, design and sustainable business.
"With our programme, we have tried to find a balance between business as the key element, and culture which helps to create a wider interest in Denmark, and emphasise what most Danish companies make a living from, namely creativity and innovation. We are seeking to address a broad section of the institutions, companies and decision makers, with whom we would like to enter dialogue", says Hans Peter Slente.
The programme will peak on Thursday with a conference "Working Together Towards Sustainability" which brings all Danish participants together. A gala event focusing on Danish culture and fashion will also be held. The news was reported by DI Business.