Betina Illemann Larsen, Maya Bille & Vibeke Mark Hansen
A ritual that made the new Rector go viral
When a new rector took office at the University of Copenhagen in 2025, the University decided to mark the event in a new way. In the communications department, we helped create an entirely new ritual based on historical silver trophies, choir singing and golden chains changing hands. With this more festive celebration, we wanted to use the occasion to showcase the University to the outside world.
In this circus, we will tell the story of how we created a new ritual that respects the University’s history and how we successfully brought it to life on social media. Rather than issuing a press release to announce the change of rectors, we organised an event that generated massive interest and had guests sharing it on social media.
Video journalist, University of Copenhagen.
Communications consultant, University of Copenhagen.
Event Manager, University of Copenhagen
About Bettina, Maya and Vibeke
Bettina Illemann Larsen
Bettina Illemann Larsen is a video journalist at the University of Copenhagen. She produces videos about science and the university’s activities, helping communicate research and reinforce the university’s brand.
Maya Bille
Maya Bille is a communications consultant at the University of Copenhagen. She is editor of the university’s biggest social media channels, provides strategic communication advice and manages communications related to the University’s initiatives and key activities.
Vibeke Mark-Hansen
Vibeke Mark-Hansen is Event Manager at the University of Copenhagen, where she is in charge of planning and executing major events. Her portfolio includes flagship occasions such as the University’s annual commemoration and the official matriculation ceremony for new students.