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From the 12th Annual Shorty Awards

The Attentive Host on Instagram

Entered in Instagram Presence


At Copenhagen Airport our ultimate goal is to have an inspirational Instagram profile where travellers get inspired and see the airport as a pleasant part of their journey.

What makes our profile strong is that nearly everything we share is user-generated content and seen from travellers’ perspective. We encourage travellers to use the hashtag #cphairport (currently more than 34K tags), #thejourneyison or #copenhagenairport (more than 30K tags), and we repost those images to give people exposure. This makes our page authentic and honest.

We really value our followers and therefore we wish to strengthen our role as ‘The Attentive Host’ by continuing the good dialogue and reposting relevant images that make our followers feel appreciated.


Strategy and Execution

Instagram plays an important part of our goal to be ‘The Attentive Host’. We always have Instagram’s original nature in mind and share visually pleasing content. Getting closer to our followers, we turn away from monologue-based content and to create dialogues instead.

By the end of 2019 (Q4), we launched a new social media strategy with a purpose to be even more direct in our communication creating content to specific key audiences. This way, we make sure that our content has a varied expression which also strengthens our ties with travellers.

Our non-commercial content makes up 70% of all posts – 50% of all content is reposts from travellers. Our followers also play a key role when it comes to commercial messaging. We share user-generated content of our Food and Beverage selection to stay true to the experience people actually have at Copenhagen Airport.

TAX FREE content is linked to Instagram’s shopping feature making it possible for our followers to purchase items instantly. We showcase the Shopping Centre by posting inspirational pictures of travellers who are at the airport, i.e. people trying on new sunglasses, going dress-shopping, etc.

When scrolling down our Instagram feed it is easy to see that we have a strong bond with our followers. The pictures we share from other Instagrammers are aesthetic and show true airport atmosphere which include sunrises, sunsets, shopping situations, restaurant experiences, but also our employees’ point of view. Employees working near aircrafts (handlers, Security, pilots, etc.) often share pictures from their working days. Something that regular travellers rarely get the chance to see and this creates a lot of attention.

In 2019, we advanced the format of our Stories, since many people use the format on their journey through the airport to let followers know they are on vacation. To tap into that, we have created 20 GIFs on GIPHY to be used on Stories. The GIF’s are made within our CVI and have a true travelling vibe. This way, travellers can make their airport stories even more personal.

We also decided to give our followers an even bigger part in choosing the content shared on the profile. Once a month, they can vote on their favourite pictures via our Story, and the winner is posted with our hashtag #photoofthemonth. Performance-wise, our photo of the month is a hit! The total number of organic impressions were 142,335 in 2019, equivalent to 11,861 avg. per post.

We wish to keep up with the newest trends. So, when bigger film productions are made throughout the year (e.g. ‘CPH Moments – The Proposal’), we make sure to post them on IGTV and pin them on our feed.

A new format introduced in 2019 inspires followers to explore the possible routes from CPH to the world. Once a month, we chose a destination you can fly directly to from Copenhagen Airport. The graphic content is both posted on our timeline and in our Story, creating a strong link between the two.



In 2019 we have accomplished remarkable results with strategic planning of our social media effort on Instagram. Today, we have nearly 30K followers – a 20% increase throughout the year.

Copenhagen Airport continues to have a strong community where fans feel inspired and want to interact with the content. We had nearly 3M total organic impressions and an average organic reach of 6,543 on our 283 Instagram posts.

When it comes to our Instagram Stories, they keep performing well. Especially when travellers can vote and feel they have something to say in our content creation. In 2019, we uploaded 673 content pieces to our Stories, which gave an average reach of 3,000 per post and a total of 2,218,316 impressions. Our GIFs contributed well and were viewed more than 1,7M times via GIPHY. 

We succeeded in creating a continuous reason to speak and inspiring our followers to value their time spent in and around the airport. The social media efforts have accomplished a level of transparency and approachability almost unheard of – and has solidified Copenhagen Airport’s position as ‘The Attentive Host’.

There is nothing fancy about our Instagram feed. It is just the airport as we – and our followers – see it. Making it obvious that when you keep your feet on solid ground it seems only the sky is the limit.



Video for The Attentive Host on Instagram

Entrant Company / Organization Name

Marvelous, Copenhagen Airport


Entry Credits