DEN magazine is an ambitious project aiming to promote and brand Denmark globally. As a travel destination and as a place to do business.
The key concept is 'subtle marketing'. If produced as poorly disguised advertising pushing to hard to promote, the effect of the magazine would be very modest.
Instead, the magazine's context is not 'Denmark', but 'general interest'. Relevance is created for a desirable target group of global opinion makers and gatekeepers, and, in turn, Denmark and Danish products are introduced into the context.
This way the magazine will be able to bypass many barriers and be percieved as more honest and trustworthy than traditional marketing. The key is to build rapport with the recipient through well produced content that informs without insisting to "sell".
Protopolis is currently discussing potential partnerships with parties interested in promoting Denmark.
