COPENHAGEN

GOODWILL
AMBASSADORS
A STRONG
GLOBAL
NETWORK

2018
Founders Partner
PATRON OF COPENHAGEN FOREWORD
GOODWILL AMBASSADORS
Copenhagen Goodwill Ambassadors is a network of highly positioned business
leaders, entrepreneurs, innovators, cultural leaders, branding experts and
public opinion formers, living and working in more than 25 countries worldwide.
The network is working to promote Greater Copenhagen internationally, and
to attract foreign investments, companies, talents, tourists, conventions and
large events to the region. It was founded in 1996 by Copenhagen Capacity and
Wonderful Copenhagen, and has worked to create growth in Copenhagen ever
since.

2018 has truly been a great year for the Copenhagen Goodwill Ambassadors -
from securing Copenhagen as the destination for summits, conventions and
events, to the initiation of a task force which will publish it’s recommendations,
on how Denmark can engage more and better with the approximately 250.000

His Royal Highness Prince Joachim of Denmark

Danes who live abroad. On page 6 we have highlighted some of our most suc-
cessful cases from 2018, to give you a brief idea what we are up to.

“
The extraordinary dedication to Denmark proven by
every single Goodwill Ambassador across the globe is
Normally, we do not spend much time looking back. However, sometimes, we
have found that it is good to have a look at the history books. This is why we
have created a timeline showing some of the most special milestones which
have happened to us in the last 10 years.
as remarkable as the achievements of the network as a
whole.
We believe that the Goodwill Ambassadors have made some great results,
creating value for Denmark and Copenhagen – but don’t take our word for it.
Representing our country abroad is a significant
Have a look for yourself.
contribution to progress and a positive attitude. The
network’s dedication certainly plays an important part of
creating value for our capital.
We hope you will enjoy!
The constant work on introducing tourists, foreign
talents, investors and conventions to Greater
Copenhagen is vital for success and ensures an interest
in what this country can offer citizens and businesses of
the world.

I closely follow the dedication and contributions of the

Copenhagen Goodwill Ambassadors, and I am proud to be JENS KRAMER MIKKELSEN | Chairman, Copenhagen Goodwill Ambassadors
your patron. CHRISTIAN KIERKEGAARD MICHELSEN | Head of Secretariat, Copenhagen Goodwill Ambassadors

MIKKEL AARØ-HANSEN | CEO, Wonderful Copenhagen

CLAUS LØNBORG | CEO, Copenhagen Capacity

02
HOW WE WORK GREATER COPENHAGEN

Greater Copenhagen is a unique No. 1

business-policy cooperation in the world in
that unites Eastern Denmark and
sustainable
Southern Sweeden in a joint effort
We open doors to international companies and per- to create a highly developed development
sons, and we are globally connected on a high level
metropolitan area. – IMD, 2017

Reach 100 million consumers within 24 hours

From Greater Copenhagen you can access 25 million
Scandinavians and the Northern European market of 100 million
We speak and act for the benefit of Copenhagen. consumers within 24 hours.
As global Ambassadors, we are carefully selected
based on our high-level position and our global
network
4.3 million inhabitants
The Greater Copenhagen area
spans Eastern Denmark and
Southern Sweden.

We develop projects with a strong affiliation towards Largest airport in

Copenhagen, and we have a great interest in bring-
Scandinavia
ing value to our capital
World’s best
With more than 170 global flight
connections and direct flights to
work-life balance
26 cargo destinations.
– WEF, 2017
We promote Copenhagen internationally and put our
capital on the world map

Best in Travel 2019

Europe’s easiest place
Copenhagen was
We apply global knowledge to Copenhagen with our for doing business awarded Best in Travel
international perspective, and it is of our great inter- 2012 – 2018 2019 by Lonely Planet
est to create the best possible terms for the city
– The World Bank

03
A GLOBAL NETWORK:
WHERE WE ARE
Europe
Belgrade Crans-Montana Istanbul Lausanne Mölle Paris
Bremen Comono Kiel London Moskov Zürich
Brussels Geneva Krakow Malaga Münich

North America
Toronto
Los Angeles
New York
San Diego
San Francisco
Asia
Abu Dhabi
Bangkok
Beijing
Dubai
Guangzhou
Hanoi
Hong Kong
Mumbai
South America
Singapore
Monterrey
Tokyo
São Paulo

Africa
Oceania
Cape Town
Melbourne

04
 SELECTED HIGHLIGHTS:
10 YEARS OF GOODWILL
Since 1996 the Goodwill Ambassadors have opened doors through-
out the world, and worked on many different kinds of projects. Here
we have gathered some of the most memorable activities and
defining events that have contributed to the history of the Goodwill
Ambassadors during the course of the last 10 years.
HRH Prince Joachim of Denmark began as the Patron of the
2008 Goodwill Ambassadors. Each year HRH Prince Joachim awards
the Goodwill Ambassadors who celebrates their 20 years an-
niversary with a diploma of recognition
Due to Goodwill Ambassador in Australia, Jan Ravnholt, NOMA
co-owner and Head Chef, Rene Redzepi, could participate in
2009 Melbourne Food & Wine Festival 2009 promoting nordic cuisine
The corps contributed when Copenhagen and Chengdu became
2010 sister cities, resulting in close collaboration, exchange of talents,
etc.
The Youth Goodwill Ambassadors of Copenhagen, now Young
Professionals in Denmark, was established as a result of a project
lead by former Goodwill Ambassador, Caroline Arends; copcap.
com/young-professionals - the project ultimately was an initiator
of the Talent attraction and retention programme, led by Copen-
hagen Capacity today
Former Lord Mayor of Copenhagen, Jens Kramer Mikkelsen, was
chosen as Chairman of the network’s Advisory Board
2011
Goodwill Ambassador in Brazil, Jens Olesen, arranged for
Copenhagen to be aired globally on CNN, as a part of Richard
Quest’s ‘Future Cities’ series - some years earlier it was also
arranged for Copenhagen to become a fixed destination of
CNN’s global weather report map
The report ‘This is how Denmark becomes number 1’ was
2012 published by the Goodwill Ambassadors, and was a result of a
project led by Goodwill Ambassador in Switzerland, Waldemar
Schmidt. You can read all our publications here: cphgoodwill.
com/our-work/publications
2013
Cisco opened its Internet of Everything R&D center in Copen-
hagen, due to Goodwill Ambassador in USA, Martin Manniche’s
contributions
The series ‘Denmark - the neverending farytale’, was shown on
HBO in Latin America, the Caribbeans, and parts of the US, and
viewed by several hundred million viewers
Denmark was very well promoted during 2016 Summer
2016 Olympics in Brazil, due to hard work from Brazilian Goodwill
Ambassador, Jens Olesen
The patron, HRH Prince Joachim of Denmark, hosted a galla
dinner at Amalienborg Palace, attended by the Goodwill Ambas-
sadors and a few VIP’s, hereunder the Danish prime minister, Lars
Løkke Rasmussen, to celebrate 20 years of goodwill
In September, it was announced that Copenhagen is to host
the International Union of Architects (UIA) World Congress in
2017 2023. 17 Goodwill Ambassadors was involved in persuading
decision makers to choose Copenhagen as the destination
The Advisory Board was changed into being a Board of Direc-
tors, as a part of professionalizing the setup of the Goodwill
Ambassadors
05
HIGHLIGHTS FROM
OUR WORK IN 2018
Here we have gathered some of the best cases we have from 2018.
We open doors to international companies and persons and we
are globally connected on a high level
The Goodwill Ambassadors played an active role in attracting the
Global Climate Action Summit, C40 Mayors Summit, to Copenhagen
in 2019. The summit will bring 1000 delegates to the city, to discuss
how large cities can help fight climate change.
Goodwill Ambassadors from Turkey, USA, Brazil and UAE have
assisted RFRSH Entertainment with setting up their major e-sport
event, Blast Pro Series, where some of the best teams and players
in the world compete live in sold-out arenas.
Goodwill Ambassador in Switzerland, Søren Ejsenhardt, ensured
Copenhagen to be the destination for the International Airlines
Technical Pool (IATP) annual conference in 2020, which will secure
approximately 1800 bednights.
We speak and act for the benefit of Copenhagen. As global Am-
bassadors, we are carefully selected based on our high-level
position and our global network
Goodwill Ambassador in USA, Morten Søgaard, presented to mem-
bers of the Danish Parliament in New York to address the opportuni-
ties within healthdata in Denmark.
Former Goodwill Ambassador in Taiwan, Peter Trampe, represented
Greater Copenhagen at the annual European Talent Fair days in
Taiwan. Peter handed out leaflets and material for potential talents
for Copenhagen. There was approximately 100.000 participants
during the two days.
We develop projects with a strong affilitation towards Copen-
hagen, and we have a great interest in bringing value to our
capital
In 2016 the Goodwill Ambassadors began investigating how
Denmark can engage more and better with the approximately
250.000 Danes who live abroad.
Goodwill Ambassador, Lars Himmer, was the initiator, and has
since carried out large contributions to the project. In august 2018
the Danish prime minister, Lars Løkke Rasmussen, announced the
initiation of a new task force, which will publish it’s recommenda-
tions to the Danish government in January 2019.
We promote Copenhagen internationally and put our capital
on the world map
The world known travel site Lonely Planet has in 2018 awarded
Copenhagen Best in Travel 2019.
Due to the work of Goodwill Ambassador in USA, Yvon Ros, Co-
penhagen was promoted as a tourist destination in the New York
Times, with the title “36 hours in Copenhagen”.
Goodwill Ambassador in Canada, Anders Fisker, was responsible
for an article on Canadian site ‘The Globe and Mall’, on Danish
architecture and city development.
We apply global knowledge to Copenhagen with our interna-
tional perspective, and it is of our great interest to create
the best possible terms for the city
Goodwill Ambassador in Switzerland, Per Troen, has dedicated
many hours and personal resources, to work together with
Copenhagen Capacity in establishing a gaming fund.
06
ANNUAL MEETING 2018 GOODWILL AMBASSADOR
OF THE YEAR 2018

During the Annual Meeting the Goodwill Ambassadors are invited to

a banquet dinner at The Copenhagen City Hall, hosted by the Lord Mayor of
Copenhagen, Frank Jensen. Over the years, it has become a tradition to cel-
ebrate the work carried out, by awarding the ‘Goodwill Ambassador of the
Year’ along with selected special recognitions to a limited number of Goodwill
Ambassadors who have showed extraordinary dedication and contributions.

In 2018, Goodwill Ambassador from Russia, Lars Himmer, was announced as

‘Goodwill Ambassador of the Year 2018’. The award was given in recognition
of his outstanding initiative and involvement in The Danish Diaspora.

The special recognitions was received by Goodwill Ambassadors Richardt E.

Fangel (Mexico), Per Troen (Switzerland) and Søren Ejsenhardt (Switzerland).

Copenhagen Goodwill Ambassadors

Each year in August, the Goodwill Ambassadors Annual Meeting takes place in
Copenhagen. The Goodwill Ambassadors are invited home for a three-day
seminar, in which they will be updated on the latest news from Greater
Copenhagen, the strategies and priorities of relevant actors and
meet up with stakeholders from the business scene in Copenhagen.

In 2018 some of the themes of the Annual Meeting was Denmark’s and Copen-
hagen’s modern and future strongholds. The session was held at BLOX, where
actors representing some of the new Danish strongholds, e-sport, FinTech, Ur-
ban Technology and healthtech, entered in a debate on the topic. The debate
was set in perspective by Danish Minister of Education, Tommy Ahlers.

The other major topic of the Annual Meeting was the launch of the task force,
which is publishing recommendations to the Danish government, on how to
engage with the 250.000 Danes that lives outside Denmark. The Prime Minister
of Denmark, Lars Løkke Rasmussen, launched the task force in front of the
Goodwill Ambassadors and the press.
Claus Lønborg, CEO, Copenhagen Capacity
Mikkel Aarø-Hansen, CEO, Wonderful Copenhagen
Jens Kramer Mikkelsen, Chairman, Copenhagen Goodwill Ambassadors
Lars Himmer, Russia, Goodwill Ambassador of the Year 2018
Mie Nyegaard, Mayor of Social Services, City of Copenhagen

07
 MEET SELECTED GOODWILL AMBASSADORS
MEET THE COPENHAGEN
GOODWILL AMBSSADORS
Name:
Jan Ravnholt

Country:
Australia

GWA member since:

Copenhagen Goodwill Ambassadors is located in over 2004
25 countries across the globe, and they all have strong Title:
networks within a range of sectors and industries Director

Organization:
Ravnholt+Co

On our website, cphgoodwill.com, you can read more Areas of contribution:

Assisting Copenhagen in developing Major Event expertise and opportunities,
about the network, our projects and what we are work- building on Melbourne’s Major Event & Sports capital ranking. Promoting and facili-
ing on tating opportunities / investments between Australia and Copenhagen. Opening
doors to relevant decision makers in industry and government.

Go to ‘Where We Are’ to discover the interactive map

and learn more about each of the Goodwill Ambassa- Name:
dors - or click here cphgoodwill.com/where-we-are John Sytmen

Country:
Turkey

On the following pages, we have gathered ‘yearbooks’ GWA member since:

2014
from a few of the Goodwill Ambassadors - you can
meet all of them on our website Title:
Entrepreneur, Investor and adept
Business Developer

Organization:
We are active on LinkedIn. Follow us and stay updated, Sytmen Consulting Ltd.

linkedin.com/company/copenhagengoodwillambas- Areas of contribution:

sadors I create awareness for Greater Copenhagen as a destination for Turkish companies
seeking Danish technology & solutions, as well as present the city of Copenhagen as
a showcase for livable cities for various head of municipalities in Turkey. I share my
wide network from the region when sourcing investors to projects in Copenhagen.

08
 MEET SELECTED GOODWILL AMBASSADORS MEET SELECTED GOODWILL AMBASSADORS

Name: Name:
Laura Lykkegaard Søren Mose

Country: Country:
South Africa Switzerland

GWA member since: GWA member since:

1999 2006

Title: Title:
Connector Multi Board Member

Organization: Organization:
CapeCapacity Chairman TWINT AG, Chairman Altoo AG, Board Member SIX Group, Board Member
AP Anlage & Privatbank, Board Member Velodrome Suisse AG, Chairman MBaer
Areas of contribution: Merchant Bank
Airline routes attraction between Copenhagen and South Africa. Branding of Co-
penhagen - strong on social media. Assisting South African companies in deciding Areas of contribution:
to set up office in Copenhagen. Very happy to facilitate and help corporations and individuals seeking and want-
ing to do business within the Greater Area of Copenhagen. Open for providing all
kind of help but can primarily help within Finance industry in general and Financial
Technology more specifically and also everything related to cycling culture of
Denmark.

Name: Name:
Malene Rydahl Yvon Ros

Country: Country:
France United States of America

GWA member since: GWA member since:

2015 2005

Title: Title:
Author, Keynote Speaker & Executive Coach Director of Sponsorship

Organization: Organization:
Ikigai Life The James Beard Foundation

Areas of contribution: Areas of contribution:

Public and Press Relations on awareness of Danish values and our key selling I speak to influencers in the culinary world about food and Danish lifestyle when-
points as a country to live in and do business with. Attract talent and investors eber possible. I have assisted numerous journalists with their travel plans and
from France. Happiness ambassador for Denmark as one of the happiest countries places to visit in Copenhagen and Denmark in general, and speak to Copenhagen
in the world. and the restaurant scene.

09
 BOARD OF DIRECTORS

The Copenhagen Goodwll Ambassador Board of Directors provides strategic advice to the net- COPENHAGEN GOODWILLL AMBASSADORS SECRETARIAT
work and it’s members. The board works closely with the secretariat to develop the operational
framework, and guidelines, for the work done by the network. Would you like to know more about the Copenhagen Goodwill Am-
bassadors? You are more than welcome to reach out and contact
the secretariat. We are are always more than happy to help!
Jens Kramer Mikkelsen, Chairman,
Copenhagen Goodwill Ambassadors

“It’s a pleasure to work with a group of peo-

Christian Kierkegaard Michelsen
ple that have such a strong desire to put
Head of Secretariat
our city at the top of the world’s agenda.”
+45 31 18 65 13
ckm@copcap.com

Kathrine Céline Friis

International Networks Assistant
kfr@copcap.com
Jens Olesen Waldemar Schmidt Lars Himmer Martin Manniche
Brazil Switzerland Russia United States
Consul General, Danish- Chairman, Norbreeze Managing Director, Chairman & Presi-
Brazilian Chamber of Group Volkswagen Group dent, Greenwave
Commerce Rus Systems Inc

COPENHAGEN GOODWILL AMBASSADORS

NØRREGADE 7B | 1165 COPENHAGEN | CPHGOODWILL.COM

Photo Credit:
P. 1, 2, 10: Martin Heilberg P. 6: Copenhagen MediaCenter
P. 3: Daniel Rasmussen P. 7: Morten Jerichau
Helle Priess Anja Wittrup (from jan. 2019) (from jan. 2019)
P. 4: Ty Stange P. 8: Jacob Schørring & Simon Lau
Singapore Belgium Shahin Lauritzen Pia Mollback Verbic P. 5: Thomas Christensen
Founder & CEO, Director, Coporate Serbia, Switzerland India

Doerscircle.com Affairs, Bain & CEO & Co-founder, Co-founder & MD, Quip-
Company Holodia per Research Pvt Ltd

Founders Partner