The first VisitDenmark campaign with Airbnb took place at the beginning of 2016. It was a co-branding campaign centred on the movie “The Danish Girl”, and performed over benchmark on all parameters. Another initiative was collaboration on an event for Danish Airbnb hosts. The main purpose of the event was to share knowledge about the tourists using the services in the sharing economy among the partners involved (including SnappCar, Cook With a Local, and selected local Danish brands).