Danes on the Road is a travel blog targeting consumers who not only enjoy travelling but also invest time and energy into planning their trips. The content on the site mainly comes in the form of travel guides, and as such, the visitors are often at a later stage in their decision-making process. This means that they are not wondering if they are going to travel, but instead figuring out where they will go.

Reaching consumers at this point in their decision-making journey is valuable to any brand that provides products or services related to travel, as the consumer will be more likely to take action based on the content presented to them.