Brand Tone

calm, supportive, and inspiring

Brand Values

• •Accessibility
• •Nature & Scenery
• •Comfort & Convenience
• •Well-being & Reflection
• •Local Partnership

Best Practices

• •Focus on "What" not "How": The customer is buying an experience, not just a service. Instead of saying "We transport your luggage," say "Walk freely, knowing your luggage will be waiting for you." Emphasize the benefit (freedom, peace of mind) over the feature (transport).
• •Use Sensory and Evocative Language: Incorporate words that appeal to the senses to describe the experience. Phrases like "crisp sea air," "quiet forest paths," "the taste of a well-earned meal," and "calm waters" make the journey more tangible and desirable.
• •Maintain a Supportive Tone: Always frame the communication from a place of support. Use phrases like "We'll take care of you," "You'll have everything you need," and "No need to worry about..." This reinforces the value of convenience and care.
• •Speak Directly to the "Why": Address the underlying motivation for the trip. Customers are likely seeking relaxation, a break from routine, a mild challenge, or a chance to connect with nature. Your copy should reflect this: "Disconnect to reconnect," "A path to peace and quiet."
• •Emphasize Accessibility and Welcome: Consistently use welcoming and inclusive language. Highlight that the route is "beginner-friendly" or "for all walkers," ensuring that no one feels intimidated. Frame it as an achievable and rewarding challenge, not an elite athletic endeavor.

Social Perception

a premium, well-organized, and scenic nature experience. It is seen as a modern and accessible version of a traditional pilgrimage, often referred to as "the East Jutland Camino." The "all-inclusive" nature of the tour is a significant point of positive perception, positioning it as a comfortable and somewhat luxurious hiking holiday rather than a rugged expedition. Tourism bodies and travel articles frame it as a valuable addition to Denmark's growing portfolio of hiking routes. The association with the "Camino" name lends it an air of purpose and significance beyond a simple walk.

Copy Examples

• •Headline: Find Your Path. The Danish Coast is Calling. Body: Leave the planning to us. For three days, your only task is to walk, breathe, and soak in the beauty of the Djursland coast. We handle the luggage, the beds, and the meals. You just handle the journey. Discover the Djursland Camino. #FindYourWay #DanishCamino
• •Three Days of Coastal Scenery. Zero Hassle. Your All-Inclusive Hiking Holiday on the Djursland Camino.
• •Caption: This is what your next adventure looks like. 1. A comfortable bed after a day of discovery. 2. Delicious meals, ready for you. 3. Your path, clearly marked. 4. Your luggage, waiting at your destination. The Djursland Camino is more than a walk—it's a complete coastal retreat.
• •Subject: Tired of planning? We've already packed your bags. Body Snippet: Imagine a hiking trip where everything is taken care of. Just you, the trail, and the stunning Danish coast. That's the Djursland Camino.
• •DjurslandCaminoen: All the Soul of a Pilgrimage, All the Comfort of a Holiday.