Let’s play!

Our Challenge

In 2007, Djurs Sommerland invited five agencies to pitch on its future strategic position, visual identity and communication. Djurs Sommerland felt that its position in the market and its communication failed to reflect the true nature and quality of the park and, as such, did nothing to strengthen the Djurs Sommerland brand. Kernel won the pitch.

Strategy and Activation

In close co-operation with Djurs Sommerland, we used new and existing insights to build a strong and concise brand identity that focused on natural joy, the inner child in all of us, and togetherness as a family. This is expressed in the strapline “Vi elsker legebørn” (English: Let’s play, German: Wir lieben Spielkinder) and in the visual identity.

Execution and results

We developed a clear and distinctive brand and visual identity that expresses the client’s position and values. Having created and expressed the concise brand strategy, Kernel now helps Djurs Sommerland communicate its brand clearly and consistently in all relevant media – most recently in TV ads that will help attract even more visitors to the park in 2009.

Djurs Sommerland has experienced back-to-back annual growth and had more than half a million visitors in 2008 – for the first time ever. Today, Djurs Sommerland is the sixth most visited attraction in Denmark.