Positioning of iconic coffee brand
Rostra has been leading the Danish press initiatives for the international coffee brand Lavazza and the iconic Danish coffee brand Merrild since 2016. We have introduced and helped maintain awareness of the Italian family business and its products among Danish media and consumers. Each year, we develop and systematize relevant press initiatives that are tailored and targeted towards different audiences. This includes everything from launching coffee with barrel-aged beans, sampled like vintage whiskey, to annual reports, collaborations, and initiatives in the Danish market. Additionally, we coordinate international press trips and projects within local coffee communities to help secure the future of coffee and make a difference for those who rely on it.
Positioning of one of the world’s largest brands within business tech
SAP is one of the world’s largest business software companies with unique products within healthcare technology, smart public sector, HR, logistics, accounting, marketing and many other areas. Rostra has worked with SAP for many years to help the brand position itself in Denmark.
Rostra has advised SAP on communication strategy and conducted press efforts in terms of writing newspaper columns and discussions.
The Danish Environmental Protection Agency: PR campaign and local events get companies to sort waste
A campaign that united all people involved
Waste in the ocean is a global problem that needs to be solved locally. The Danish Ministry of Environment wanted to assemble fishermen, yachtsmen and beachgoers to help reduce the amount of waste in Danish waters and on beaches. Rostra was responsible for the entire campaign from start to finish. With three specific target groups, it was important for the success of the campaign to include analyses of the target groups’ attitudes, knowledge and behavior in order to meet each group with relevant messages.
Through Rostra’s partnerships, 25 of the most important organizations across the three focus areas were brought together and contributed to the targeted distribution of more than 1,000,000 waste bags as part of the campaign. Rostra organized events at ports and beaches throughout the country and carried out PR campaigns that created massive publicity for the campaign in both nationwide and local media as well as on social media.
PR-focused launch of new car brand
As XPENG’s communications partner in Denmark since 2021, we have worked to position the brand as a leading player in the electric vehicle industry through strategic PR initiatives.
Our role includes press relations, test drives, events, and thought leadership, resulting in extensive media coverage and an impressive market position in Denmark.
XPENG has achieved over 3,000 mentions, exposure in more than 300 media outlets, and a PR value exceeding 100 million DKK. Through our European network, we have strengthened XPENG’s reputation, helping them quickly establish themselves as a recognized and innovative car manufacturer in Denmark.
Targeted PR that strengthens leading optician chain
As the strategic communications partner for Profil Optik since 2021, we have strengthened their brand positioning in Denmark through targeted PR, social media guidance, and media training.
Our collaboration includes developing analyses on eye health and relevant health topics, which we communicate to media outlets and target groups to support their professional profile. Our efforts have contributed to positive media coverage of local store activities and Profil Optik’s expertise.
With this work, we help Profil Optik maintain its position as one of Denmark’s leading optical retail chains.
Nordic press hub for 5-star hotel chain
Since the opening of NH Collection Copenhagen in 2021, we have been a key partner in ensuring the hotel’s exposure and positioning in the Nordic region.
We have supported press activities, events, influencer collaborations, and PR for both the hotel launch and the new Rooftop bar in 2023.
Our work has contributed to strong brand positioning and visibility across media, and we continue as the PR representative for NH Collection throughout the Nordics, which has also expanded with a hotel in Helsinki, Finland.
Full-service press office in Denmark
As Icelandair’s Danish press office, we have been working since 2020 to position the airline as a key player in the development of tourism to Iceland.
Our efforts include strategic PR, influencer collaborations, and event planning, resulting in extensive media coverage and strong relationships with relevant stakeholders. Through press meetings, analyses of travel habits, and media training for spokespersons, we have communicated Icelandair’s messages about sustainable tourism and the promotion of Iceland’s breathtaking nature. In 2023,
Icelandair was named Europe’s best airline, an achievement we have supported through targeted communication activities. Our collaboration with influencers and travel journalists has also inspired Danes to choose Iceland as their travel destination or stopover during travels to North America.
Launch of counseling service for relatives of young people experiencing distress
Rostra supported the launch of headspace Family, a new counseling service for relatives of young people experiencing distress. The initiative addresses the increasing demand from families seeking support.
We facilitated the communication of the project to both internal and external stakeholders, focusing on generating interest and laying the groundwork for future partnerships. Our efforts included preparing press materials, media training for spokespersons, and pitching stories to targeted media outlets, resulting in significant coverage in both national and local media.
This successful press initiative has raised awareness of headspace Family as an important resource for families in need.