Spies Travels wanted to inform the Danish people that they offer city holidays, and sell more holidays to these destinations. We piggybacked a topical issue of the country's 27-year-low birthrate, and used the insight that Danes have 46% more sex on city holidays to come with a solution to the population issue. Our logic was that city holidays lead to more romance, romance leads to more sex and more sex laeds to more children. Therefor Spies Travels could play an active role in solving Denmark's problem. We created a competition with some rather unique entry requirements. Participants needed to take a city holiday, prove they conceived a child on it and have the baby for a chance to win baby related prizes.