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The launch of Aula - the most searched word in Denmark in 2019


KOMBIT – the joint IT/project organization for Danish municipalities


Strategic consultancy and launch of a new school platform

01 Task

The launch of Aula

Under huge public scrutiny, all of the country's primary schools were to start using a new IT system for communication.

Holm was hired to assist with communication about Aula to municipalities, teachers, parents, politicians, and the general public.

02 Solution

Strategic consultancy

Together with KOMBIT, we developed a communication strategy and identified, reached out to and set up meetings with stakeholders, politicians, and other relevant associations.

We also had an ongoing dialogue with municipalities, produced content for Aulainfo.dk, and assisted at meetings and conferences.

Prior to the launch, we prepared a comprehensive Q&A, conducted media training, and wrote press releases and news articles for Aula's website. Throughout this period, we closely monitored and analyzed both traditional and social media.


Mentions in national, regional, local and vertical media

Teachers, parents and politicians had good insight about Aula on the date of launch

Aula was the most googled word in Denmark in 2019

A smooth launch without any major technical difficulties

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Morten Holm

Managing Director & Partner
+45 40 79 23 33
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Morten is CEO of Holm Kommunikation, which he founded in 1998. Today, he advises a number of our clients clients in areas such as IT and the financial sector, primarily on strategic communications and public affairs. Morten holds an MSc from Copenhagen Business School. He has a political background with positions of trust and parliamentary candidacy in the Conservative People's Party. He is currently a member of CEPOS' Center Council and has been a board member in a number of private companies and organizations including Danske Sundhedshuse ApS, Reto-Moto ApS and United World Colleges.


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