Silverlining and Kvistgaard+HIRD are a part of the project Kickstart the Culture Tourism. It is a one-year project under the development company Dansk Storbyturisme during which Wonderful Copenhagen, Visit Aarhus, Destination Fyn og Destination Nord jointly have promoted cultural tourism in collaboration with the big cities’ cultural partners after the arrival of Covid-19.

As a part of the project, we have established a knowledge foundation which guides the cultural partners to get more guests, offer the right experience formats, ensure security in the experiences and think in innovative business models during Covid-19.

The analysis is based on a large number of different data sources, including extensive desk research, panel studies on travel considerations and behavior in Denmark and in seven important European markets, including Norway and Germany, with a total of 9,000 interviews. In addition, conducting more than 800 face-to-face interviews with guests at 13 different cultural attractions in Copenhagen, Aarhus, Odense and Aalborg.

The output for the project has, among other things, consisted of an interactive site for activating knowledge and detailed recommendations with checklists as well as webinars and workshops with broad participation. The project is helping to translate new knowledge into specific initiatives and tools in the form of, among others, targeted communication and relevant products. In addition, the project paves the way for innovation and knowledge sharing.

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Tourism, culture & attractions

Naturkraft – Customer Insights and Product Development

Silverlining and Kvistgaard+HIRD act as strategic partners for Naturkraft concerning analysis, insights and product development.
The work is based on the research-based development tool eXDB © (eXperience Design Blueprint) and in-depth knowledge of Naturkraft’s future guests gathered in a number of personas.

Public sector

Zeppelin Tønder – Get a Great start

In October 2020, Silverlining Research carried out a target group and price analysis for Tønder Municipality. Tønder Municipality is planning an upcoming experience and dissemination centre that will tell the story of the zeppelins based on the Toska Hall in Tønder, which includes the story of the world’s first aircraft attack on land from an aircraft carrier much more.