Badminton: World Championships 2014 in Denmark a platform for Nation Branding in China

Copenhagen will host the BWF World Badminton Championships from august the 25th to 31th 2014, where all the top stars will fight for glory. Next week Denmark visits China with Danish badminton player Peter Gade in order to promote the championships and to brand Denmark as tourist destination.

BWF World Badminton Championships 2014 has immense attention worldwide and Denmark now launches a promotion initiative targeting China and Chinese fans.

Next week Badminton Denmark, Sport Event Denmark, Visit Denmark, Wonderful Copenhagen and SAS invite Chinese travel agencies to meet the Danish badminton player Peter Gade. The meeting takes place in Shanghai, with around 175 travel agents and journalists on the guest list for a joint tourism and sports promotion.

The Chinese interest in badminton is huge. Danish Peter Gade is a great star and very well-known within China. Therefore, he is on the podium when Denmark for the first time in China brings sport and tourism together. Gade will talk about his passion for badminton and about his Copenhagen.

“It is our hope to make this BWF World Badminton Championships a unique event for all badminton fans in the world, and of course we hope to see a lot of Chinese fans in Copenhagen during the event. As a part of the Danish way to stage sports events we will bring spectators very close to the athletes in order to have an intimate event set up,” says Chief Executive in Badminton Denmark Charlotte Malmroes.

”With the BWF World Badminton Championships in Denmark next year we have a really good offer for par example the Chinese fans that are not used to getting so close to the stars. In Denmark we provide a set-up that enables fans and spectators to experience the sport and the stars from a close range and to get involved in various side activities,” says Lars Lundov, CEO, Sport Event Denmark.

“This kind of cooperation is a good example of how working together across industries adds value to the promotion on the markets. There is a very little knowledge of Denmark in the world, so it is important to use every opportunity and platform to communicate and tell good stories about Denmark,” says Jan Olsen, CEO, Visit Denmark.

“The number of Chinese tourists is increasing in Denmark and in Europe in general. Therefore, China is also a market that we strategically focus on and we expect to see growth in the years to come. Based on research performed in the context of the Chinavia project, Wonderful Copenhagen is currently working on making Copenhagen China ready. Our aim is to promote Copenhagen to a larger audience in China and let visitors from China get an even better experience of Copenhagen,” says Lars Bernhard Jørgensen, CEO, Wonderful Copenhagen.

The ticket sale for the BWF World Badminton Championships has now started and it has never been easier for Chinese badminton fans to visit Denmark.

Scandinavian Airlines have a direct flight between Shanghai and Copenhagen with 5 weekly departures. Combined with the fact that the average time for the Chinese to get visa for Denmark is now as low as 3 days, it will hopefully mean that a lot of Chinese badminton fans will take the trip to Copenhagen and cheer for stars like Lin Dan, Li Xuerui, Cai Yun and Fu Haifeng.

“This branding event in China supports the direct route from Shanghai to Copenhagen by promoting the Danish Capital as a destination to the Chinese people. Global Connected’s contribution to the many new routes, we are involved with, is destination marketing. Recently, we have established a partnership about destination marketing for Norwegian’s new direct routes to New York, Los Angeles and Fort Lauderdale,” says Birgitte Arendsdorf Olsen, International Marketing Director at Wonderful Copenhagen, that administers Global Connected.

Find more information about the BWF World Badminton Championships 2014 on


Sport Event Denmark:

Lars Lundov, CEO, Phone +45 40 31 48 55

Eline Andersen, Event- & Communication manager, Phone +45 51 22 43 02

Badminton Danmark:

Charlotte Malmroes, CEO, Phone +45 29 28 44 50


Mette Dahl-Jensen, Senior Consultant, Phone +45 32 88 99 31 / +45 25 59 84 31

Wonderful Copenhagen:

Emil Spangenberg, Head of Communication,, Phone +45 51 28 71 81

Global Connected:

Birgitte A. Olsen, International Marketing Director,, Phone +45 61 62 71 65