LIBERAL ALLIANCE
STRATEGIC MEDIA PLANNING
In 2011, a group of politicians faced a major challenge: to create a new political party that could stand out in an entrenched political landscape.
Liberal Alliance lacked a clear communication strategy, and that’s where OFF ROAD stepped in.
As a strategic media partner from day one, we helped shape Liberal Alliance’s communication and campaigns across digital media.
CLIENT
Liberal Alliance
WEBSITE
www.liberalalliance.dk
SERVICES
Digital media and marketing, media planning, media buying, social media, web development, and UX/UI design
CHALLENGE
OFF ROAD became involved from the party’s inception in 2011 as its strategic media advisor.
From the very first meeting, the goal was clear: to establish Liberal Alliance as a strong voice in Danish politics through targeted campaigns.
SOLUTION
OFF ROAD was an integrated part of the party’s strategic efforts – from overall media planning to tactical execution. Our approach was founded on the belief that thorough campaign preparation leads to measurable outcomes.
That’s why we reserved the best media placements well in advance, enabling us to act quickly and efficiently the moment the election was announced.
We developed detailed contingency plans with various scenarios based on budget levels and media pressure. At the same time, we prepared an overarching media plan with a clear strategy, budget allocation, and timeline – all aligned well in advance of the campaign.
The campaigns were geographically targeted, especially in connection with lead candidates, where media choices and messaging were adapted to the local context.
For younger audiences, we used video advertising and social media, while for older segments, we prioritized print and traditional media.
To ensure local anchoring and a strong campaign apparatus, we trained both members and candidates in political communication on digital media through workshops and training sessions.
We developed a creative communication strategy to differentiate Liberal Alliance from other parties – including provocative newspaper ads aimed at voters interested in political and economic arguments.
During the general election, we used digital ad placements designed to resemble breaking news banners on the country’s largest news outlets. This generated immediate attention and secured Liberal Alliance a visible position in the media landscape – even as a smaller party.
RESULTS
OFF ROAD’s strategic approach and thorough preparation enabled Liberal Alliance to be campaign-ready the moment the election was called. With contingency plans based on different budget scenarios and early reserved media placements, the party was able to move quickly.
The geographical targeting and channel adaptation made the campaigns relevant to both local voters and national audiences, and the combination of print ads for older segments and video formats for younger voters ensured broad impact.
The strategy helped secure visibility and a strong position for Liberal Alliance in Danish politics.
How can we help you?
Vi sætter os ind i komplekse scenarier, stiller de svære spørgsmål og peger på de nødvendige ændringer – alt med en dyb ansvarsfølelse og en proaktiv tilgang. Let’s have a conversation about how you can strengthen your digital position with the right solutions.