Danish launch marks a ninth global market for the unique programme providing start-ups with a voice in the real world to help them scale and grow

Nurture, the programme established by JCDecaux in the UK in 2016, has launched in Denmark, with AFA JCDecaux joining the Nurture network. 

The Nurture programme has already been established in eight countries across three continents. It is designed to help start-ups scale up by giving them a voice in the real world, building brand awareness and brand trust through Out-of-Home (OOH) advertising.

According to the latest study from the Danish Government-owned venture capital fund, Vækstfonden, investments in Danish start-ups have maintained momentum into the second quarter of 2021, with total investment amounting to 2.7 billion DKK (363 million Euro), already exceeding the previous record from 2019.  

The Nurture programme will ensure Danish start-up businesses can use Out-of-Home media to maximise the opportunities provided by this buoyant marketplace to grow and thrive. The programme makes it straightforward to take advantage of OOH’s benefits, ensuring OOH media spend is optimised to work as hard as it can to reach and influence the greatest possible number of potential consumers, transforming them into customers. 

Through Nurture, start-ups access mentoring, insight, marketing support and investment matching, creating accountable, efficient, proven effective Out-of-Home campaigns. 

The first Danish company to join the Nurture programme is bicycle-sharing business Donkey Republic, whose campaign effectively boosted consideration of the brand by up to 70%.

Nurture was first launched by JCDecaux in the UK in 2016, and now covers three continents, also running in France, Germany, the Netherlands, Italy, Australia, the US and Switzerland.

Quickly entering the market with a product can mean life or death for a start-up, including rapidly growing product and brand awareness amongst potential customers. Denmark is a very mature start-up market, making it an ideal location for the Nurture programme to launch. Michael Barfoed Commercial Director, AFA JCDecaux
With the rollout into Denmark it is excellent to see Nurture expand so rapidly into a ninth global location. This rate of growth highlights the importance of start up businesses to economies worldwide, and reinforces JCDecaux’s global commitment to supporting start-ups. It is particularly exciting to see how the launch of the programme in Denmark has already delivered tangible results for a successfully scaling Danish business, Donkey Republic. Mark Bucknell Commercial Director, JCDecaux UK


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