As the global financial crisis causes economies worldwide to go into reverse, the competition especially among capital cities to attract investments, keep tourists coming, and do something to slow the rise in unemployment levels gets ever more intense.
Financial daily newspaper Børsen reports that as one form of response, the capital's official tourism agency, Wonderful Copenhagen, together with the capital's investment agency Copenhagen Capacity, have joined forces to create a new Copenhagen brand to compete with the clarion calls of neighbouring capitals such as "Stockholm – Capital of Scandinavia", "Be Berlin" and "I AMsterdam".
Like Amsterdam's brand, which picks out a word from the letters forming the capital's name, the new brand for the Danish capital is "cOPENhagen – Open for You". On the visitcopenhagen.com website, the concept behind the words is fleshed out: "It is easy to feel at home in Copenhagen. Here you have the freedom to do what you like and be who you are. Copenhagen is open - open for business, events, experiences, new impressions and diversity. Not least, Copenhagen is open for you."
A budget of approx. DKK 4m (USD 710,000) has been earmarked for development of the brand, which will aim to sell Copenhagen persuasively to the world. Brand Copenhagen, an umbrella organisation for the involved parties which includes Copenhagen municipality and 18 other companies and organisations including the above named, has been officially established as the owner of the brand and custodian of the budget.
Managing Director of Wonderful Copenhagen, Lars Bernhard Jørgensen, commented to Børsen: "Copenhagen is in a fantastically tough competition with other metropolises to attract foreign investment, talented workers and tourists. In this fight it is hugely important that we communicate effectively. If we go out and say Copenhagen in 10 different ways we won't communicate effectively. So what it's about is to say Copenhagen in the same way."