Friday, June 3, 2022 12:00 PM

GOTO Sønderborg

New foundation to promote Sønderborg

Tanja Have, CEO of the GOTO Foundation, gave a warm welcome to everyone

Tanja Have, CEO of the GOTO Foundation, gave a warm welcome to everyone


In partnership with Sønderborg Municipality, Bitten & Mads Clausen’s Foundation has set up a new foundation to promote the Sønderborg district. The ball was set rolling at an event with more than 200 invited guests on the 2nd of June 2022. It took place at Sergenten, Sønderborg's new event venue.

Tanja Have, Director of the GOTO Foundation, took the stage and invited everyone to join in by spreading the good news about the area. Let’s all push to make Sønderborg really stand out, initially on the map of Denmark and later on the world map.

A film was then unveiled at the event, which will be shown on TV2, TV2 Play and TV2 News from the 3rd of June 2022. The film tells the story of Sønderborg as the perfect place to visit, study, live or start your own business. It's all linked with the slogan "Close by".

Watch the film by clicking on the image below:

Next at the event in Sergenten there was a presentation of ProjectZero by Director Brian Seeberg. ProjectZero is an example of the special work towards sustainability that is so unique to Sønderborg.

Lars Tveen, CEO of Bitten & Mads Clausen’s Foundation, spoke about the international IEA conference, which will be held in Sønderborg in week 23. The International Energy Agency attracts ministers from all over the world. In Sønderborg they will be shown solutions to the world’s sustainability problems – solutions that already exist.

Finally, Anne Sørensen from Alsik talked about Sergenten, the new event venue in Sønderborg, which is available for parties, concerts, fairs, etc. and can accommodate up to 1500 standing guests. 

Why GOTO Sønderborg?

"This is where we stand today. We must go out and tell the whole country and then the world about Sønderborg."

Tanja Have, Director of the GOTO Foundation

The motive for launching a major marketing campaign for Sønderborg stems from a report commissioned from the Boston Monitor Group by Bitten & Mads Clausen’s Foundation in 2004.

The report identified challenges for the area in terms of educational attainment, migration out of the area and job creation, but also opportunities to reverse these trends in a 35-year timespan. Sønderborg was advised to focus on mechatronics, services, and tourism. It presented an opportunity to change the future of Sønderborg. An important element of the report also identified the need to market the area.

Since 2004, work has been done to bring exciting education opportunities to Sønderborg, create an attractive area for development, share positive experiences and make Sønderborg a good place to live. With these elements in place – and still progressing – the right time to market Sønderborg is now.

GOTO Sønderborg is a public-private collaboration between the municipality and Bitten & Mads Clausen’s Foundation.

Read more about GOTO Sønderborg on their website, by following this link: