How the upcoming European Standard gets promoted locally and around Denmark by the organisers and Sport Aarhus Events is exemplary. For the past ten weeks, a social media campaign afforded the public an insight into the preparations for the championship by a number of couples from different countries. "A day with ..." - personal accounts of how each couple spent a day getting ready for Aarhus - drove traffic to the event's facebook page and accrued some 1,200 likes in the process.
But that is not all. To increase awareness for the European Standard at the local level, the organisers gave free dance lessons to residents of all ages. "Europe's Biggest Dance Class" was the billing for these lessons staged with hundreds of participants at a Aarhus supermarket.