Client

Deutschlandmuseum
https://www.deutschlandmuseum.de/

Project Date

May - June 2023 

Services

B2C / Event Communication

2

months

21

Clippings

1.6 Mio+

Reach

The brief

Berlin is the city of contemporary history: millions of visitors come to Berlin every year because the city breathes history at every turn. Nearly 200 museums provide insight into special topics: Cannabis, Ramones, lipsticks – none so far gives a quick overview of Germany's history. Berlin is no exception: nowhere else in the world is there a museum about the history of a nation, in a comprehensive and immersive way suited for visitors of all age. In one hour, the Deutschlandmuseum tells 2,000 years of German history. In anticipation of the grand opening of Deutschlandmuseum, a highly anticipated cultural event, the organizers aimed to generate significant media interest. Their objective was to secure extensive coverage across local, regional, and national media, as well as in trade publications.

To accomplish this, meticulous planning and flawless execution of the press conference were paramount. With their prior experience at the Spionagemuseum, there were high expectations for attracting both Berliners and tourists to this new immersive museum. Due to their previous experiences at the Spionagemuseum, there were high expectations, for the participating press. In addition to large media companies such as dpa and rbb, the focus was also on the involvement of trade media and portals

The campaign

The official start of the campaign and all other preparations for the grand opening of the Deutschlandmuseum began a month in advance. Given the tight schedule, we conducted calls with the responsible managers, designers, and creative minds of the museum to strategize our approach. Our primary objective was to capture media attention for the opening. To achieve this, we focused on crafting compelling press releases, assembling visually appealing promotional materials, and planning an engaging press conference. We also briefed key local and national press in advance and invited them to an exclusive press event.

Given the challenges, including the limited timeframe for organizing the press conference, we placed great emphasis on swift and efficient coordination. A positive and widespread media response was crucial for the success of the press conference, aligning with the official opening of the museum. We proactively reached out to local media in Berlin and directed them to the available media kit.

Through these strategic efforts, we successfully maximized media coverage and were pleased to welcome authors and representatives from BILD/B.Z., Damals, Deutsche Welle, HIMBEER Berlin, rbb 88.8, rbb Abendschau, staycation.berlin, Berliner Zeitung, blog.inberlin.de, Tagesspiegel, tipBerlin, and rbb online to the press conference. Our goal was to spark anticipation and curiosity among the audience, encouraging them to explore the museum and experience its exhibits firsthand.

Outcomes

By leveraging efficient communication, planning, and strategic engagement, the press conference for the grand opening of Deutschlandmuseum gathered media from TV, broadcast and local papers. The press conference generated a total of 21 clippings, mostly in Tier 1 regional newspapers. The coverage not only informed the public about the grand opening but also piqued their interest, leading to increased footfall at the museum. The media coverage contributed significantly to shaping a positive public perception of Deutschlandmuseum, establishing it as a must-visit cultural destination.

The event not only garnered substantial media coverage but also participated in creating a buzz in the community, ensuring a successful launch for the museum. The effective coordination with the museum and use of resources were key for a well-executed media strategy in the success of cultural events of this magnitude.

Museum that claims to be a theme park: You can touch German history in Berlin from Saturday

Tagesspiegel

From Barbarossa to Bismarck in fifteen minutes

B.Z.