The media and advertising campaign to launch Hamburg’s landmark Elbphilharmonie picked up Thursday (November 16, 2017) no less than four PR Report Awards including “Best Campaign of 2017” in Berlin. This latest win comes after several national awards for the campaign that involved all kinds of communication measures and many beacon projects. The campaign was managed by Hamburg Marketing GmbH in co-operation with the leading Jung von Matt and achtung! agencies, the Ministry of Culture and Media and HamburgMusik gGmbH.
Several prizes for campaign
In June, the campaign won the coveted “Bronze Lion” in the public relations category at the 64th “International Festival of Creativity” in Cannes. The campaign also won a silver GWA Effie Award on November 7th, 2017 in Frankfurt am Main. “The strategic approach has worked fully. The highlight content, which we developed, caught on successfully with the longest, all-time overture, the step by step, exciting opening campaign for the Elbphilharmonie, spread over 12 months,” said Joachim Kortlepel, Head of Content Projects at Jung von Matt.
Elbphilharmonie Plaza proving tourist magnet
The publicly accessible Plaza is proving a tourist magnet for people from all corners of the globe as well as the people of Hamburg with more than 4 million visitors and counting! Around 660,000 out of the 4,235,000 visitors had tickets for concerts while 62,000 visitors have gone on guided tours of the new concert hall. In January alone, over 30,000 global press reports with over 13 billion contacts focused on the opening of the Elbphilharmonie. Dr. Carsten Brosda, Hamburg’s Senator of Culture, noted. “In an excellent joint collaboration, the city, Hamburg Marketing, HamburgMusik and the Hamburg-based Jung von Matt and achtung! agencies have managed to make Hamburg’s latest landmark publicly famous in Germany and far beyond.”
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