Action Plan for the Global Marketing of Denmark
In 2007 an agreement was made between the government and the Danish parliament on an Action Plan for the Global Marketing of Denmark. The aim is to strengthen a clear and positive image of Denmark abroad to ensure Denmark's ability to compete for creative and competent workers, students, tourists, investment and global market share.


The overall focus of the Action Plan
From 2007-2012 The Action Plan implements DKK 622 mill partly on cross cutting activities, and partly on four specific focus areas, which are:
• Innovation and Creativity
• Tourism
• Global Talents
• Export and Investments


Public and private initiatives
Four Danish ministries are directly responsible for the implementation of the Action Plan,
The Ministry of Economic and Business Affairs (chairman), The Ministry of Foreign Affairs, The Ministry of Education and The Ministry of Culture.

Since the task of marketing Denmark globally neither can or should be solved by the government alone, the various initiatives in the Action Plan are carried out in comprehensive dialogue with a wide range of both public and private actors.

The Branding Denmark Fund is a central cross-cutting initiative
As part of the Action Plan a fund has been established with the clear purpose of boosting international awareness of Denmark's strengths and competences, especially by supporting public private partnerships and larger-scale activities with promising potential such as events, campaigns, conferences which generate publicity about Denmark. Both public and private institutions may apply the Branding Denmark Fund.

The Fund has an independent executive board, and a cross-ministerial task force acts in a secretarial capacity. The Fund has its own web site www.mfonden.dk (in Danish only).