EMScom Alumni Association Aarhus Study Trip

Thursday, June 29, 2017 to Friday, June 30, 2017
Swiss time 8:00

Join us for a unique two-day trip to Aarhus, Denmark – the Capital of Culture 2017 – at the end of June. This special Study Trip will explore various facets of what it means to be the Capital of Culture and this year’s theme – “Reinventing our way of working and living”. The program includes corporate site visits to LEGO, Jyske Bank, and Aarhus University; each company will highlight why Aarhus is so well qualified to be the Capital of Culture and will also address how their organizations have successfully embraced new ways of working. In this dynamic and fun environment, participants will benefit from interactive and rich discussions with local professionals and peers. Don’t miss the chance to be part of this exciting event, reconnect with your fellow classmates and expand your professional network! We look forward to welcoming you to Aarhus.


We will announce additional event details as soon as they are finalized.

Wednesday, June 28
Arrival of guests.
Evening: Informal get-together

Thursday, June 29
Morning: Gather in the lobby of the Wakeup Aarhus Hotel and transfer to opening session location.

Opening session: “Aarhus 2017 - Let's Rethink How We Live & Work”
Hosted by Bent Sørensen, EMScom12 alumnus and Head of Communication Aarhus.
Bent will welcome and introduce participants to Aarhus. He will explore the process by which Aarhus was selected as a European Capital of Culture and how it achieved great success in using participatory and co-creation approaches. Based on the EU initiative's core values of democracy, sustainability and diversity, he will also elaborate on why 2017 is a “game changer” for Aarhus, in particular as it rethinks its future way of living and working to ensure a lasting legacy for the city, region and Denmark.

Transfer to Jyske Bank, lunch on site

Company visit:Jyske Bank"
Hosted by Bo Ancher Christensen, Managing Director Operations.
Have you ever heard about the world’s only TV station with a bank? For our first site visit, we will have a unique opportunity to meet and hear from various leaders of Jyske Bank to better understand the bank’s transformation and see how the TV station works.  Jyske Bank TV is an internal and external content platform, which has won numerous awards around the world, including Europe’s Best Web TV at the Digital Communications Awards. Fairness, transparency, and openness are at the core of Jyske Bank’s culture.  

Evening: Social activity to be announced. Participants will be able to interact and network in a fun and informal setting, while enjoying something special in Aarhus. We will keep you posted as the details are finalized. 

Friday, June 30
Morning: Gather in the lobby of the Wakeup Aarhus Hotel and transfer to LEGO

Company visit: "LEGO"
Hosted by Tommy Jakobsen, EMScom16 alumnus and Director Corporate Brand Communications, LEGO.
For the past decade, the LEGO Group has experienced tremendous growth and succeeded in bringing the LEGO® play experience to more and more children around the world. If you want to understand just how ubiquitous the LEGO Group has become, and how fast it is growing, you only need to look at the figures in its latest annual report. A vast amount of LEGO bricks now exists and more than four billion LEGO minifigures. Tommy will welcome the group to the LEGO Group and reveal how the LEGO Group managed the turnaround process 10 years ago and what challenges the company faces today. The presentation will be followed by a trip to the LEGO Idea House, which is an internal corporate museum for LEGO employees and selected guests. It will be a trip down memory lane, highlighting the LEGO Group History, values and culture. 

Lunch on site and transfer to Aarhus University

Closing session at Aarhus University
Hosted by Professors Winni Johanssen and Finn Frandsen, Faculty Board.
To close the formal part of the Study Trip, participants will gather at Aarhus University to hear from local professors of corporate communications who are also part of the EMScom faculty body. This session will focus on change management and organizational transformation from a Scandinavian perspective and include elements of crisis communication.  The professors will also use this forum to wrap up the Study Trip, highlight individual impressions, and reinforce key takeaways.

The key-note will have a focus on main challenges to organizational change and crisis management from a Scandinavian perspective from an academic (research-based) point of view, and includes three important questions:

  • How Scandinavian is the Scandinavian model of corporate management and corporate communication?

  • How do companies successfully manage and communicate within a threatened society?

  • Change and crisis - a question of organizational and employee resilience?

17:00: End of the official program, departure of guests



  • Bent Sørensen, EMScom12 alumnus and Head of Communication Aarhus
  • Bo Ancher Christensen, Managing Director Operations, Jyske Bank
  • Tommy Jakobsen, EMScom16 alumnus and Director, Communication Management, LEGO
  • Winni Johanssen, Finn Frandsen, Aarhus University and EMScom Faculty


The Study Trip is open to your guests and professional colleagues.

EMScom Alumni paying membersFree of charge
Guests of EMScom Alumni corporate membersCHF 350
EMScom Alumni non-paying members and other participantsCHF 500
Children under the age of 12 years oldUpon request

The fee includes the activities taking place on Thursday and Friday, June 29-30: the opening session, site visits, transportation transfers, two lunches, the social activity on Thursday evening and the closing session. Please note you are responsible for all costs associated with your travel arrangements to Aarhus, hotel accommodation, as well as any activities on Wednesday, June 28 or the weekend of July 1-2.


To confirm your registration, please e-mail emscomalumni@usi.ch and provide the following information:

  • Your full name, your title and company
  • Your billing address
  • How many guests will be joining you?
  • Do you plan to attend the informal get-together on Wednesday evening?
  • Do you plan to extend your stay in Aarhus through the weekend?

Deadline for registration is May 12. Invoices for the Study Trip will be sent out the following week. Payment is due by June 14, 2017.


100% refund will be granted for cancellations received by June 14. No refunds will be granted for cancellations after June 14 or no-shows.



To simplify your travel planning, we have already blocked 25 rooms for participants of the Study Trip:

Wakeup Aarhus Hotel
Bruuns Gade 27
Aarhus, Denmark

Special rate for single room: starting from DKK 650/night (approx. EUR 87 / CHF 95)
Special rate for double room: starting from DKK 750/night (approx. EUR 100 / CHF 108)

Booking instructions:

  • Go to: https://www.wakeupcopenhagen.com/arpbe/web/en/login/62193162

  • On the right-hand side, please select city (Aarhus), arrival and departure dates, number of rooms, and number of people per room.

  • Click on ”search”: on the room overview page, you will be able to select your preferred type of room, and see the EMScom special price.

  • After confirming the room(s), you will be redirected to the booking form. There, you can mark whether you wish to add the breakfast (DKK 80 per day).

  • You will then need to fill the form and insert your credit card details as guarantee.  


By air
Aarhus has its own airport (code: AAR). Scandinavian Airlines System (SAS) as well as most carriers offer flights via Copenhagen. We suggest booking your flight to arrive in Aarhus on Wednesday afternoon or evening, June 28.

By train
Trains from Copenhagen to Aarhus run every hour. Travel time is roughly 3 hours, and one-way ticket is approximately EUR 60. Reservations are advisable and can be done directly at https://www.dsb.dk.


Ilaria Juon
EMScom Alumni Association Officer
+41 58 666 46 02
ilaria [dot] juon [at] usi [dot] ch / emscomalumni [at] usi [dot] ch