The campaign “Fyn skal det være” encourages Danes to choose Funen as their holiday destination, especially after the pandemic halted international travel. With a focus on the meticulous preparations made by the residents of Funen to welcome tourists, the campaign aims to highlight the island’s attractions, experiences, and accommodation options. Running throughout the summer with strong results, the campaign will continue in the fall, targeting families and couples through social media, Google ads, and partnerships with Politiken.