A light-hearted new advertising campaign, launched off the back of Sunday’s proclamation that saw Tasmanian-born Princess Mary become the Queen of Denmark, is expected to boost the number of Danish tourists visiting the state.
Tourism Tasmania secured the full-page ads in both Melbourne’s The Age and the prominent Danish newspaper Politiken, cleverly showcasing Tasmania’s scenic beauty while celebrating Mary’s new royal status.
In Denmark, the ad features the catchy slogan: “Down here, our views are fit for a Queen. Just ask yours.”
For the Australian audience, the ad takes a humorous twist with the line: “Becoming Queen. The only decent excuse for leaving,” – a nod to Mary’s journey from Tasmania to the Danish throne.
Tourism Tasmania CEO Sarah Clark told Pulse they wanted to show their support for Mary “while also having a bit of fun using our Tasmanian tone of voice and stunning imagery”.
“At Tourism Tasmania we aspire to be different, to cut through the general tourism marketing noise, and this was a great opportunity to reach our important domestic travelling audience and the Danish market with a creative message,” she said.
Around 150,000 people gathered in Copenhagen shortly after midnight on Sunday (Tasmanian time) to watch the official proclamation of Queen Mary and King Frederik X, following the abdication of Queen Margrethe.
Mary grew up in Taroona, south of Hobart, on Morris Avenue and attended Taroona High School, before later attending Hobart College and the University of Tasmania.
READ MORE: Hobart-born Mary Donaldson now officially Queen of Denmark
She was living in Sydney as a marketing executive when she crossed paths with Prince Frederik at Sydney’s Slip Inn during the 2000 Olympics.
