One Hour, One King, Millions of Visual Impressions
"Congratulations! Our first post has had over 1.3 million views so far".
So explained Royal Run Communications Consultant Signe Sjølund Torp, just three days after their first 2026 teaser image dropped on social media.
In the days that followed, five more images showing HRH King Frederik of Denmark standing proudly with large maps of Danish municipalities were released. And with each release, we watched as the views, likes and comments grew.
For months, Signe and I had been planning the photo shoot. With the large, colourful maps, we wanted something fresh and bold, and to try something different than previous years. The city signposts (byskilte) had been a great idea two years in a row, but now it was time to mix things up a bit.
Naturally, there was always a chance the idea wouldn't work as we'd imagined it. So, the team at DIF created a Plan B that we could easily fall back on if things weren't looking good. It wasn't necessary.
With the King in place, we took some test shots and held our breaths as we waited for the thumbs up from the decision-makers. It was an intense few minutes, but Signe and I were confident in our carefully thought-through idea, and when the green light was given, the wheels started to roll forward.
There were a few unforeseen circumstances that left me scratching my head. I'm proud to say that my training and experience kicked in here, as I reverse-engineered the problem/solution. (Many thanks to Trygve Laub Asserhøj and Marianne Skytte for being those solutions :-) Umbrellas are amazing!)
All the while I was watching the clock, calculating the remaining schedule, and relying on Signe and co. for back-up when it was needed.
One week later, and with all five municipalities now revealed, I asked Signe for some feedback:
"The photos have received thousands of likes and comments, and have been featured in local, regional and national press – not to mention by the Royal Family.
"The photos have been very well received, and the colours are very appealing and eye-catching. Well done!"
So, congratulations to Middelfart Kommune, Ringkøbing-Skjern Kommune, Randers Kommune, Helsingør Kommune og Københavns Kommune/Frederiksberg Kommune for being a part of something huge. It's expected that more than 100,000 people will take part in next year's event, which is a crazy statistic.
I'm super grateful for the opportunity to work with DGI, Danmarks Idrætsforbund (DIF) og Dansk Atletik once again , and thanks to the strategic partners Nordea-fonden, TrygFonden og Novo Nordisk Foundation.
And to Tildde Sønder Vindfeldt, Frederik Nellemann Linde and the rest of the team behind the scenes, thanks for a fine collaboration. Couldn't have done it without you 🤟
P.S. My personal favourite is Helsingør. Which one is yours?