A 16.4 % growth in the number of tourists, a 1,000 % increase in foreign web traffic, more than 2.5 million video views across the world, and over 130,000 online articles written about Western Zealand! Those were the impressive results of the most successful Danish tourist video in 2015.
The film is based upon the insight that stress is a widespread public disease – too many people are too busy, they rarely relax and quiet moments are non-existent even on holidays.
Although short of major attractions, we quickly realized that Western Zealand is rich on the features that modern families and couples miss the most: peacefulness, scenic nature, and a much more relaxed and laid-back lifestyle than can be found in the big cities.
So we went straight from problem to solution – if people are stressed, why not give them the opportunity to truly relax?
Before making the film, we interviewed a number of experts about stress and relaxation in order to identify the right formula for the film: The most relaxing sound, the most relaxing sceneries, the most relaxing camera angles, and so forth. But it didn’t stop there…
To test if the film actually made people relax, we equipped a test audience with pulse watches and followed their pulse rates during a video session in a movie theatre. During the session we could literally follow the pulse rate decrease. The result was an average pulse rate decrease of 10 percent in just 7 minutes – and for some people as much as 25 percent.
The seven minutes long film ended up going viral without any money spend on media or seeding.
It all started with a simple tweet by VisitDenmark to a few steps later being a story about the World’s Most Relaxing Film on Mashable and several other international media sites, where readers were encouraged to put on sound dampening headphones and listen to the therapeutic soundtrack in order to gain full effect of the film.
From there it went viral and exploded to receive more than 2.5 million (and counting) views from all around the world, and over 130,000 online articles have been written about Western Zealand.
More importantly, it increased foreign web traffic tenfold to the tourist organization’s website and the number of tourist has increased 16.4 percent in just 6 months.
Western Zealand is now the second-most viewed tourist website in Denmark, having passed both Aarhus and Aalborg. In August alone, the website attracted 135.000 visitors in a market that is generally declining.
Watch the the 2-minute case video on the making of the world’s most relaxing film: