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How can the most elite nightclub in Copenhagen incorporate a CSR strategy into their communication plan and salvage their reputation?

That is the question that my group posed, and consequently answered, in the CSR report found at the bottom of this page. But first… who is ARCH?

ARCH is one of the most expensive, notorious and exclusive nightclubs in Copenhagen. As most clubs, they have bouncers, but as few clubs, they also have pickers. Pickers who are known for being incredibly selective, and somewhat, discriminatory. Even Politikken, one of Denmark’s most read media outlets, wrote an article exposing famous Danish singer’s, Karl Williams, rejection: “I was rejected for being too ugly”.

This has amounted the club a negative reputation. Reputation which may currently not be a problem today but due to societal demands, increase in political correctness, a growingly multi-cultural Copenhagen and changes in beauty trends will surely cause a problem in the future.

By introducing a CSR strategy onto their communication plan, not only will ARCH be the first in the  field but they will also revamp their brand and actively prepare for the social demands of the future.