Dansk Kyst- og Naturturisme
Photo Licensing for Cycling Infrastructure Advocacy
The Challenge
Along the Danish west coast, the case for better cycling infrastructure is often made in meeting rooms, not on gravel roads. Dansk Kyst- og Naturturisme works behind the scenes — developing strategy, pushing policy, and building the backbone for sustainable tourism across coastal Denmark. When their team needed imagery to support that work, they faced a gap that's common in this space: there's very little photography that shows bikepacking as it actually is — remote, weathered, real. Stock imagery doesn't capture it. Most tourism photography doesn't either.
THE APPROACH
No shoot was commissioned. Christine Jürgensen, Specialkonsulent at Dansk Kyst- og Naturturisme, found the work through RPR's published stories — and had already been referring colleagues to the photos informally before reaching out. She selected 12 images from Björn and Jana's two Vestkystruten trips (2022 and 2024): rides along the North Sea coast through Bovbjerg Fyr, Stenbjerg, Lyngvig Fyr, the klithede, and the dike roads further south. The images were chosen not for aesthetic reasons alone, but for what they showed — cyclists in the landscape, overnight stays in bunkers and tents, infrastructure as it exists, gravel roads through the dunes.
THE APPROACH
No shoot was commissioned. Christine Jürgensen, Specialkonsulent at Dansk Kyst- og Naturturisme, found the work through RPR's published stories — and had already been referring colleagues to the photos informally before reaching out. She selected 12 images from Björn and Jana's two Vestkystruten trips (2022 and 2024): rides along the North Sea coast through Bovbjerg Fyr, Stenbjerg, Lyngvig Fyr, the klithede, and the dike roads further south. The images were chosen not for aesthetic reasons alone, but for what they showed — cyclists in the landscape, overnight stays in bunkers and tents, infrastructure as it exists, gravel roads through the dunes.
The Outcome
Dansk Kyst- og Naturturisme licensed 12 photographs for use in reports, presentations, and strategic materials advocating for cycling infrastructure investment across coastal Denmark. The images are used in contexts where the argument being made is economic and political — and where photography that looks real carries more weight than photography that looks produced.
High-resolution files for print, presentation, and digital use. Non-exclusive usage rights with photo credit to Ride Punk Ride.
You simply just capture the spirit of adventure, weather and escapism in your photos.
Christine Jürgensen
Specialkonsulent
Dansk Kyst- og Naturturisme