In a video commercial, the company asks whether sex can 'save' Denmark. The country has a problem, it says. The birth rate is at its lowest for 27 years.
Amid images of empty playgrounds and old people, the company says it's concerned that the country won't be able to support its ageing population.
Using a sexologist to support its thesis, the company claims that holidays in romantic destinations like Paris are good for the cause, as couples have 46% more sex while on vacation.
It's offering what it calls an ovulation discount to women who supply details of their menstrual cycle so they can travel at their most fertile time. And it's staging a competition for those who can prove that they made a baby while on vacation. The prize? A supply of infant products and a child-friendly holiday.
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number of births in a particular period of time in a specific place
expert in human sexual behaviour
the repeated process of changes in which a woman's body prepares to become pregnant
able to have children
holiday which is suitable for children