This December VisitDenmark joins forces with Scandinavian Airlines to launch #FindingHygge - the first ever advent calendar from a national tourist board. Denmark is famous for being home to some of the happiest people in the world, and this online calendar's theme aims to inspire everyone to seek 'hygge' from the festive season. The calendar also offers everyone the chance to win unique prizes from Danish companies keen to share their own secrets to happiness. The online advent calendar goes live on 1 December at www.findinghygge.dk with one prize revealed every day until 24 December.

How it works:

With 24 hours to win each prize, each includes at least two return SAS flights, three nights' accommodation and a 'money-can't-buy' experience to be enjoyed somewhere in Denmark. These unique prizes include: private tasting in the underground cellars of Carlsberg brewery and stay at the newly-renovated Royal Suite at Copenhagen Marriot Hotel; overnight stay in design shelters on the island of Fyn, including use of bikes, kayaks and your own private ranger to assist your every need; a stay at Hotel LEGOLAND® for a family of four, including a special treat and entry to the original LEGOLAND® Billund Resort - every child's Christmas dream! Because we value our own time more than ever, all #FindingHygge prizes strive to give couples, families and friends the much-needed chance to take time out in 2018, to relax and enjoy a uniquely Danish experience together.

#FindingHygge refers to a sense of happiness and contentment achieved through life experiences and simple pleasures. This goes way beyond any happiness achieved from wealth or consumed goods. Above all, hygge is a state of being and a mindset. Danes are world renowned for enjoying a high quality of life and maintaining an excellent work-life balance. How? By prioritising their time with family and friends. The concept of hygge lies at the very heart of our cultural identity and it is something we want to share with the world at Christmas, the most hygglig time of the year!

The quest to find the real meaning of hygge has led US film company 12 Stars Media to create a documentary called 'Finding Hygge'. It's a journey about learning how to find the truly good things in life that make you happy. The film will not be released until March 2018, but until then the rest of the world can watch exclusive video content from the upcoming documentary and learn from the Danes by 'finding hygge' this Christmas on www.findinghygge.dk

To visit the home of #FindingHygge in 2018, take a flight to Denmark with SAS, with up to three daily departures to Copenhagen from UK airports including London Heathrow, Manchester, Birmingham, Edinburgh and Aberdeen. For further information, or to book visit www.flysas.co.uk or call 0871 226 7760.

#FindingHygge has been developed in partnership with Reuters Plus, the award-winning branded content studio of the world's largest international multimedia news provider. Reuters Plus works with global organisations to deliver the best in editorial and multimedia production across digital and real-world platforms to influence the right people, in the right place, at the right time. For more information on Reuters Plus, visit: plus.reuters.com.

High resolution HYGGE images are available to download here

Our #FindingHygge teaser film is available here and can be embedded from YouTube https://youtu.be/f62P4hoCAAU