A Walk in the Park

One of JCP Arena’s main objectives is to develop event concepts of our own. Inspired by traditional baby fairs and a stroller race, we created A Walk in the Park – a meaningful stroll with your closest companions benefitting Børneulykkesfonden (the Children’s Accident Fund)

Insights and strategy

The Stockholm-based concept The Big Stroller Race, which was an instant success, inspired us to create A Walk in the Park. Our aim was to arrange a wonderful day for families with children, by facilitating a fun 1 km route for them to walk. Along the way, they would meet relevant and engaging sponsors as well as being served high-quality entertainment of various sorts.

The surplus will go to Børneulykkesfonden, established by H.C Andersens Børnehospital (Denmark’s largest children’s hospital) and Codan Insurance, who are working for making Denmark the safest country in Europe for children to live in.

 A Walk in the Park marks the first time ever that JCP Arena takes full ownership of an event. In line with JCP Arena’s business foundation and ambitions, the agency seeks to develop event concepts for its own, and run these in collaboration with relevant sponsors. A Walk in the Park is intended to be an annual event.

A Walk in the Park


To strengthen the concept and sponsor potential, we partnered with Børneulykkesfonden and the online magazine Vores Børn on arranging A Walk in the Park. 11.000 guests attended the Copenhagen and Aarhus event, which were separated by a week.

More than 20 strong consumer brands contributed to sponsoring AWITP, among them being MobilePay, Pedigree, Emmaljunga, Gevalia and Dolmio. They were incredibly positive about the concept, and the shared opinion was that A Walk in the Park is a relevant and highly requested alternative to the more traditional baby fairs.

All of our partners were a great asset for us, with Nickelodeon (Paw Patrol Meet and Greet), Hasbro (My Little Pony performance and NERF shooting range) and Egmont (Rasmus Klump performance and Meet and Greet) offering some of the highlights of the day.

The results

  • Number of guests: 11.000
  • Number of sponsors: 22
Press coverage: We partnered with the large Scandinavian media corporation Egmont, who facilitated more than 800 leads from their website to ours (awalkinthepark.dk). The large online family guide Børn i byen wrote about our event unsolicitedly. We were featured in the weekly newspaper Frederiksberg Bladet, and mentioned on various blogs and on each of our partners’ social media accounts.

A Walk in the Park 2017 proved to be a great success and the feedback from sponsors, partners and guests have been overwhelmingly positive. We are proud and happy to announce that the planning of A Walk in the Park 2018 have started, and that all of our Nordic offices will bring this great family event to several Nordic locations in 2018.