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TIMING: The Contest will be defined by the two (2) following time periods:

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“Little Mermaid 100” Photo Contest OFFICIAL RULES

The following Contest is open to eligible residents of the countries of Germany, Norway, Sweden, United Kingdom, Italy, France, The Netherlands, China, Japan, Australia, India and

the United States. These Official Rules are intended for legal residents of the United

States of America and D.C. only and shall only be construed and evaluated according to

the laws of the United States. Sweepstakes begins at 12:01 a.m. Eastern Time (E.T.) on

August 23, 2013 and ends at 11:59 p.m. (E.T.) September 6. 2013. For entry and official rules with complete eligibility, prize descriptions, odds disclosure and other details, visit

www.visitdenmark.com/littlemermaid100.

ELIGIBILITY: The “Little Mermaid 100” Photo Contest (the “Contest”) participants must

be legal residents of the 50 United States, D.C who have the age of majority in his or her state residence at the time of entry. Employees of VisitDenmark, their immediate families (parent, child, sibling or spouse) and/or household members and any other persons or entities

associated with this promotion are ineligible to enter or win. Void where prohibited by law.

SPONSOR/ADMINISTRATOR: The Contest is sponsored by VisitDenmark, 655 Third

Avenue, Ste. 1810, New York, NY 10017 (the “Sponsor”) and administered by American Sweepstakes & Promotion Company, Inc., 300 State St. Suite 402, Rochester, NY 14614 (the “Administrator”) (collectively, the “Released Parties”).

AGREEMENT TO OFFICIAL RULES: By participating, those who enter the Contest

(“Entrants”) agree to abide by and be bound by these Official Rules and the decisions of the Sponsor, which are final and binding in all matters relating to the Contest. Winning the Grand Prize is contingent upon fulfilling all requirements set forth herein.

TIMING: The Contest will be defined by the two (2) following time periods:

1. The Submission Period (“Submission Period”) - 12:00:01 a.m. Eastern Daylight

Time (“EDT”) on August 23, 2013 through 11:59:59 p.m. EDT on September 6, 2013.

2. The Judging Period (“Voting Period”) - 12:00:01 a.m. EDT on September 7,

2013 through 11:59:59 p.m. EDT on September 10, 2013.

HOW TO ENTER: The Contest begins at 12:00:01 a.m. Eastern Standard Time (“EST”) on

August 23, 2013 and ends at 11:59:59 p.m. EST on September 6, 2013 (“Contest Period”).

Eligible Entrants can enter the Contest through Twitter.com or Instagram.com using entrants own account and using the hashtag #littlemermaid100. If a prospective Entrant is not already a member of Twitter or Instagram, he/she may visit www.twitter.com or www.instagram.com and follow the links and instructions to become a Twitter or Instagram member. Once the eligible Entrant has become an active Twitter or Instragram member, they have the opportunity to enter the Contest by uploading their image using the hashtag

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The Sponsor is making available a human Little Mermaid available for the Contest on August 23, 2013 from 2:00pm to 5:00pm (EDT) in New York City at Bo Concept store, 105 Madison Avenue, New York, NY 10016.

 To enter the Contest each entrant may take a photograph with a human Little

Mermaid at the location described above and upload through Entrants own Twitter or Instagram account using the hashtag #littlemermaid100. Each participant is responsible for ensuring their entry complies with Instagram's Community Guidelines or Twitter's Terms of Service (as applicable).

Additional method of entering:

 Entrants may also upload images depicting a Little Mermaid related to

Copenhagen, or any photo related to the Little Mermaid’s 100th

year anniversary.

All photo uploads must be theme-applicable, in the Sponsor’s sole discretion.

 There is no limit to the number of times Entrants can enter the Contest during

the Contest Period, however, each entry by Entrants must use a different photograph. All Entrants using the same photograph will be disqualified. Once submitted, an entry cannot be deleted, canceled or modified. Entries must originate through Twitter.com or Instragram.com using the hashtag #littlemermaid100 to be eligible. In order to be eligible, entries must actually be received by Sponsor during the Submission Period. The Sponsor shall not be responsible for any attempt to enter the Contest which is unsuccessful or incomplete for any reason, including as a consequence of communications or network failures or misspelling of the hashtag #littlemermaid100. Entries received by Sponsor before the start of the Submission Period or after the end of the Submission Period will be discarded and deemed VOID. For purposes of this Contest, an entry is “received” when the Website’s servers record the entry information. Proof of entry is not eligible without the hashtag #littlemermaid100. Those who do not follow all of the instructions, do not provide the required information in their entry form, or do not abide by these Official Rules or other instructions of Sponsor will be disqualified. All entries become property of Sponsor and will not be returned or acknowledged. Entries made by any other individual or any entity, and/or using any e-mail address other than the Entrant’s or any other website, including, without limitation, commercial promotion subscription notification and/or entering service sites, will be declared invalid and disqualified. Your submission of an entry constitutes your representation of eligibility, consent to participate in Contest and consent for Sponsor to obtain, use, and transfer your name, address, photograph and other information for the purpose of Contest administration. No refund may be claimed for expenses relating to the use of the Internet for the purposes of participating in the Contest. Each Entrant is solely responsible for ensuring their entry complies with Instagram’s Community Guidelines or Twitter’s Terms of Service (as applicable).

Photo entries may not contain any image or depiction of the following: (i) materials which include or constitute trademarks, trade names or copyrighted works created or owned by any person or entity other than Entrant or for which the Entrant has obtained owner’s written permission to use (Sponsor’s discretion); (ii) materials bearing profanities, or bearing the name or likeness of any celebrity, living or dead; (iii) materials which contain visible identifiable or potentially identifiable information, including but not limited to, phone numbers, website links, street addresses, e-mail addresses or license plate numbers; (iv)

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inappropriate behavior for a general audience; (v) any depiction of real or simulated sexual acts; (vi) violence in any form; (vi) materials which violate anyone’s reasonable privacy expectations, violate any known agreement, or which are defamatory in nature; (viii) materials which are derogatory to Sponsor, or any affiliated entity or person; (ix) materials which are discriminatory based on race, religion, national origin, physical disability, age, sex, or sexual orientation or preference; (x) materials in which any person identifiably appears unless Entrant has obtained an appropriate written release from such person granting all rights required herein; and, (xi) materials which do not comply with all other requirements in these Official Rules. Entries that do not conform to these guidelines will be disqualified. Sponsor reserves the right to reject or disqualify any entry which Sponsor, in its sole and absolute discretion, determines to be inconsistent with the letter or spirit of the Official Rules or potentially damaging to its, the Contest’s, or another’s image or reputation. Entrant grants the Sponsor a royalty free license to use their photograph in perpetuity in connection with the Contest, and warrants to the Sponsor that they are the sole owner of all rights, including all copyright, in any photograph uploaded as part of their entry, and (other than the Little Mermaid) they have the consent of any person depicted in their photograph to submit the same to the Sponsor for the purposes of the Contest. Entrants consent to their name appearing

on the Sponsors website www.visitdenmark.com/littlemermaid100.

CONTEST JUDGING: Throughout the Contest Period, all eligible and approved

Submissions using hashtag #littlemermaid100, will be viewed and judged by Sponsor and its designees, whose decisions are final.The voting decision is based on the following judging criteria:

Originality and Creativity, thirty-five percent (35%)

Relation to the theme sixty-five (65%).

The Submission that accumulates the most valid votes of the participating countries of Germany, Sweden, Norway, China, United Kingdom, Italy, France, The Netherlands, Japan, Australia, India and the United States at the end of the Contest Period will be the Contest Grand Prize winner, subject to verification of eligibility and Sponsor’s receipt of any requisite documents. In the event of a tie, the Sponsor will score each of the leading Submissions based on the judging criteria outlined in these Official Rules and award the Grand Prize to the winner with the higher score. Winner will be contacted by Sponsor through Twitter and Instagram.

GENERAL CONDITIONS: If for any reason the operation or administration of this Contest

is impaired or incapable of running as planned for any reason, including but not limited to: (a) infection by computer virus, bugs, (b) tampering, unauthorized intervention, (c) fraud, (d) technical failures, or (e) any other causes beyond the control of the Sponsor which corrupt or affect the administration, security, fairness, integrity or proper conduct of this Contest, the Sponsor reserves the right at its sole discretion, to disqualify any individual who tampers with the entry process, and to cancel, terminate, modify or suspend the Contest in whole or in part, at any time, without notice and award the Grand Prize using all non-suspect eligible entries received as of, or after (if applicable) this cancellation, termination, modification or

suspension date, or in any manner that is fair and equitable and best conforms to the spirit of these Official Rules. Sponsor reserves the right, at its sole discretion, to disqualify any individual deemed to be (a) tampering or attempting to tamper with the entry process or the operation of the Contest or Sponsor’s Website; or (b) acting in violation of these Official

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Rules or in an unsportsmanlike or disruptive manner. CAUTION: ANY ATTEMPT TO DELIBERATELY DAMAGE ANY WEBSITE OR UNDERMINE THE LEGITIMATE OPERATION OF THE CONTEST IS A VIOLATION OF CRIMINAL AND CIVIL LAWS AND SHOULD SUCH AN ATTEMPT BE MADE, THE SPONSOR RESERVES THE RIGHT TO SEEK DAMAGES OR OTHER REMEDIES FROM ANY SUCH PERSON(S) RESPONSIBLE FOR THE ATTEMPT TO THE FULLEST EXTENT PERMITTED BY LAW. Failure by the Sponsor to enforce any provision of these Official Rules shall not constitute a waiver of that provision. In the event of a dispute as to the identity of a winner based on an e-mail address, the winning entry will be declared by the authorized account holder of the e-mail address submitted at time of entry. “Authorized account holder” is defined as the natural person who is assigned to an e-mail address by an Internet access provider, online service provider or other organization (e.g., business, educational, institution, etc.) that is responsible for assigning e-mail addresses for the domain associated with the submitted e-mail address.

RELEASE AND LIMITATIONS OF LIABILITY: By participating in the Contest,

Entrants agree to release and hold harmless the Sponsor, VisitDenmark, and the Administrator American Sweepstakes & Promotion Co. Inc., their respective parents, employees, officers, directors, subsidiaries, affiliates, distributors, sales representatives, advertising and

promotional agencies(collectively, the “Released Parties”) from and against any claim or

cause of action arising out of participation in the Contest or receipt or use of any prize, including, but not limited to: (a) any technical errors that may prevent an Entrant from submitting an entry; (b) unauthorized human intervention in the Contest; (c) printing errors; (d) errors in the administration of the Contest or the processing of entries; or (e) injury, death, or damage to persons or property which may be caused, directly or indirectly, in whole or in part, from Entrant’s participation in the Contest or receipt of any prize. Released Parties assume no responsibility for any error, omission, interruption, deletion, defect, delay in operation or transmission, communications line failure, theft or destruction or unauthorized access to, or alteration of, entries. Released Parties are not responsible for any problems or technical malfunction of any telephone network or telephone lines, computer online systems, servers, or providers, computer equipment, software, failure of any e-mail or entry to be received by Sponsor on account of technical problems, human error or traffic congestion on the Internet or at any Website, or any combination thereof, including any injury or damage to participant’s or any other person’s computer relating to or resulting from participation in this Contest or downloading any materials in this Contest. Entrant further agrees that in any cause of action, the Released Parties’ liability will be limited to the cost of entering and

participating in the Contest, and in no event shall the Released Parties be liable for attorney’s fees. Entrant waives the right to claim any damages whatsoever, including, but not limited to, punitive, consequential, direct, or indirect damages.

PRIZES:One (1) Grand Prize winner of the participating countries of Germany, Norway,

Sweden, United Kingdom, Italy, France, The Netherlands, China, Japan, Australia, India and the United States will receive a trip for two (2) people to Copenhagen, Denmark. The prize package includes roundtrip economy class airfare aboard an airline of the Sponsors sole discretion for two (2) people from the winners home gateway to Copenhagen, Denmark, three (3) night stay in a double room in a Radisson Blu hotel in Copenhagen, and four (4) night stay in a double room at a Radisson Blu hotel in the cities of Aarhus, Odense or Aalborg in

Denmark. Transportation outside of airline ticket from winner’s home gateway to Copenhagen, Denmark is not included in the prize.

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The Approximate Retail Value (ARV) of the trip is $3,500. No transfer, refund or

substitutions of prizes are permitted, except that the Sponsor and Contest Entities retain the right to substitute prizes of equal or greater retail value for any reason. Odds of winning will depend on the total number of eligible entries received. By accepting the aforementioned prizes, the winners agree to release the Released Parties from any and all liability whatsoever for any injuries, losses, or damages of any kind caused by entering the promotion or for damages of any kind caused by any prize or resulting from acceptance, possession, or use/misuse of prize awarded, or while preparing for, participating in, and/or traveling to and from any prize-related activity. Prizes are not exchangeable, transferable, or redeemable for cash. There are no substitutions unless specified by the Sponsor. The Sponsor reserves the right at its sole discretion to substitute any prize package with another prize of equal or greater value.

Prize Conditions:Grand Prize winner is solely responsible for all applicable federal, state

and local taxes and/or any other fees/costs associated with the prize or receipt of the prize. If any potential winner cannot be contacted within three (3) days of attempted notification, the prize will be forfeited and an alternate winner will be selected. The winner will be required to sign and return an Affidavit of Eligibility and Liability / Publicity Release (unless prohibited) within 14 days of written notification or prize winner will be disqualified. Travel companions must also execute and return a travel release. If travel companion is a minor, parent or legal guardian must sign and return release and accompany minor on the trip. In the event of noncompliance with the Official Rules, if a winner cannot be reached at the address/phone number on winner’s entry within 5 days of the first attempt, or if the prize or prize notification is returned as unclaimed or undeliverable, an alternate winner will be selected. The winner’s entry and acceptance of the prize constitutes permission (except where prohibited) for the Sponsor to use said winner’s name, photograph, likeness, statements, biographical

information, voice and address (city and state), in all forms of media, in perpetuity, without notice or further compensation. Trip is subject to blackout dates, availability and is not redeemable for cash. Airline reservations must be made through Sponsor. Rebooking and changes are not permitted. Trip is non-refundable and non-transferable and subject to government regulations. Travel is subject to schedule changes. This award is excluded from frequent flyer mileage credit and does not include code share flights. These tickets are not subject to any denied boarding policy. This award may not be sold to, bartered with,

purchased or utilized by a third party. No refund or other credits will be provided if winner is

not able to take the trip. All travel must be completed by August 1, 2014. Winner must

notify Sponsor intend of travel by December 31, 2013 including dates of travel. Winner

is responsible for obtaining and paying for visas, shots, passports, or other documents if required. Travel insurance is not included. Winner and winner's companion will be solely responsible for all other expenses not specifically set forth herein including and not limited to, airline taxes, security charges, land taxes, gratuities, souvenirs and any other incidentals.

Other Terms & Conditions: The Contest winner is responsible for all applicable federal,

state, and local laws (if applicable). A tax Form 1099 will be issued to the Grand Prize winner for the ARV of the respective prize awarded. By participating in the Contest, entrants agree to be bound by these Official Rules and agree that: 1.) Released Parties and their designees and assigns shall have the right and permission to use (unless prohibited by law) the winner’s name, photograph, likeness, statements, biographical information, voice and address (city and

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state), in all forms of media, in perpetuity, without further notice, permission or compensation, and 2.) Released Parties and their designees and assigns and all of their

respective officers, directors, employees, representatives and agents shall have no liability and entrant will indemnify, defend and hold Released Parties harmless from any liability, loss, injury, or damage to entrant themselves or any other person or entity, including personal injury, death or damage to personal or real property, to entrant or any other person or entity due in whole or in part, directly or indirectly, by reason of the acceptance, possession, use or misuse of the prize (including any prize activity or travel related thereto) or participation in this Contest. Entrants further acknowledge that said parties have neither made nor are in any manner responsible or liable for any warranty, representation or guarantee express or implied, in fact or in law, relative to the prize, including, but not limited to, its quality or fitness for a particular purpose. Sponsor reserves the right, in its sole discretion, to disqualify any entry and to modify, terminate or suspend this Contest should virus, bugs, non-authorized human intervention, action of entrants, or other causes beyond the reasonable control of Sponsor corrupt or impair the administration, security, fairness or proper play of the Contest and, if the Contest is modified, terminated or suspended, at Sponsor’s discretion, select winners from those eligible, non-suspect entries. Entrants further acknowledge that said parties have neither made nor are in any manner responsible or liable for any warranty, representation or

guarantee express or implied, in fact or in law, relative to the prize, including, but not limited to, its quality or fitness for a particular purpose.

Use of Data: All information submitted by Entrants will be treated according to

Sponsor’s privacy policy, available at

http://www.visitdenmark.com/usa/en-us/bottommenu/disclaimer/disclaimer.htm.

By participating in the Contest and providing your e-mail address, entrants hereby agree to Sponsor’s collection and usage of their personal information and acknowledge that they have read and accepted Sponsor’s Privacy Policy.

Disputes: By entering the Contest, entrants agree that 1.) Any and all disputes, claims, and

causes of action arising out of or connected with the Contest, or any prizes awarded, shall be resolved individually, without resort to any form of class action; 2.) Any and all claims, judgments and awards shall be limited to actual out-of-pocket costs incurred, including costs associated with entering the Contest but in no event attorneys' fees; and 3.) Under no

circumstances will any entrant be permitted to obtain any award for, and entrant hereby waives all rights to claim, punitive, incidental or consequential damages and any and all rights to have damages multiplied or otherwise increased and any other damages, other than for actual out-of-pocket expenses, and any and all rights to have damages multiplied or otherwise increased. All issues and questions concerning the construction, validity, interpretation and enforceability of these Official Rules, or the rights and obligations of the entrants and Sponsor or the Released Parties in connection with the Contest, shall be governed by, and construed in accordance with United States law. Any legal proceedings arising out of this Contest or relating to these Official Rules shall be instituted only in the federal or state courts of New York, and the parties consent to jurisdiction therein with respect to any legal proceedings or disputes of whatever nature arising under or relating to these Official Rules. The invalidity or unenforceability of any provision of these Official Rules shall not affect the validity or enforceability of any other provision. In the event that any provision is determined to be invalid or otherwise unenforceable or illegal, these Official Rules shall otherwise remain in effect and be construed in accordance with their terms as if the invalid or illegal provision were not contained herein. The value of the prizes set forth above represents Sponsor’s good

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faith determinations of the ARV thereof and such determinations are final and binding and cannot be appealed. If the actual value of any prize turns out to be less than the stated ARV, the difference will not be awarded in cash.

WINNERS LIST REQUEST: To request confirmation of the name and address of the

Grand Prize Winner, please send a self-addressed, stamped business size envelope, by

October 31, 2013, to: ASC/VisitDemark “Little Mermaid 100” Contest Winners List Request, Winners List Request, 300 State St., Suite 402, Rochester, NY 14614.

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