Most holiday adverts are kind of sexy. Beaches, bikinis, cocktails, ice-cream … But while the not-so-subtle implication is that if you book a trip you’re gonna get “some”, most travel brands hold back from stating that explicitly.

In Denmark, however, one travel company has gone for a more-brazen approach. And it doesn’t just want you to get laid, it wants “you” to get pregnant.

Spies Travel – which last year created a viral video encouraging Danes to get knocked up in the name of their country – has launched a campaign to get Danish people having more sex, offering incentives to “moms” who send their adult children on holiday in the hope of scoring some grandchildren.

The “Do It For Mom” campaign hopes to have an impact on Denmark’s ageing population and falling birth rate, a serious demographic decline that’s putting the state welfare system under pressure. Well, really it hopes to sell more holidays, but it’s a novel way of doing it.

“Those who suffer the most are the mothers who will never experience having a grandchild,” says the voiceover in the advert, as we watch a forlorn looking woman flick through the empty pages of a photo album. “But don’t despair … we may have found the solution.”

Announcing its new Parent Purchase scheme, Spies is asking “moms” to contribute funds towards a holiday for couples in need of encouragement, focusing on active breaks to get the heart rate up. If the holiday gets booked, Spies will provide a discount.

The advert states that Danes have 51% more sex on sunny holidays, compared with their everyday life. And when you imagine that everyday life for Danes means spending every waking (fleece-lined) hour on what is essentially the set of The Killing, it’s no surprise the population needs warmer climes to get their juices flowing. Do they even know about Magaluf?