Germany
On the domestic market, Berlin remains the top city break destination. An exciting change process and a very rich and diverse cultural scene – good reasons for millions from across Germany to visit the capital city.
In one single month, Berlin has more overnight stays from Germany than from the large international markets over the entire year! In 2016, as in previous years, we launched a wide range of marketing activities across Germany, all integrating BERLIN 365/24 as a core message.
The visitBerlin summer tour across Germany reached an audience of over four million potential Berlin visitors through our dedicated stands promoting Berlin at major public festivals in Hamburg, Hannover, Frankfurt am Main and Munich.
In addition, under the motto ‘Berlin to Go’, visitBerlin distributed information about the city at around 20 tourism fairs and in many factory and works canteens across Germany.
In November, we presented the German capital city with a dedicated BERLIN 365/24 display at DER Touristik’s Campus Summer opening in Berlin. This event organised by DER Touristik, a leading company in the travel and tourism industry in German-speaking countries, attracted 1400 travel and sales agents as well as 700 international partners, and was widely covered by the travel trade media.
In the context of the Berlin Pop-up-Lab, a B2B event promoting the city’s luxury hotels was organised by Berlin Partner in cooperation with the Berlin Premium pillar of visitBerlin Partner Hotels.
The BERLIN 365/24 campaign, the Pop-up-Stores and the main Berlin themes were communicated in editorial interviews in northern and central Germany’s key source regions. These were also the topics showcased at the GTM Germany Travel Mart in Saxony-Anhalt, an important benchmark for current developments in the markets.
In cooperation with the fvw, a leading source of German travel trade news, a workshop with media representatives and regional actors was held in Rostock to coincide with a meeting of press spokespersons of the tourism bodies of the individual federal states in Germany.
Our media relations work was supplemented by personally supervising nearly 40 press trips from within Germany.
Promoting Meetings and Congresses in Berlin
Berlin as a multi-faceted convention location: con| temporary weekends
In 2016, a series of events were held to leverage the success of the con| temporary weekend format in promoting Berlin in the German-speaking countries. On three dates in April, May, and October, we showcased Berlin as a creative, innovative, and multi-faceted congress and events destination. Together with the visitBerlin Partner Hotels, we enabled customers to discover the city’s rich diversity – and that diversity was equally reflected in the four themed tours on offer (Art & Design, Green, Handmade and Food), as well as in evening and networking events. At these three events over the year, the Berlin Convention Office and its cooperation partner welcomed a total of nearly 100 customers from associations, agencies and corporates.
The IMEX in Frankfurt – a virtual city tour through Berlin
From 19–21 April 2016, Berlin again joined 25 exhibitors from the city on the German Convention Bureau (GCB) stand at the IMEX trade fair in Frankfurt. Here, the meetings professionals gathered at the IMEX could take a virtual tour of Berlin. Equipped with VR headset and seated in an original Trabi on the stand, the delegates could tour the city by means of a 360-degree film especially shot for the fair – an action with a strong appeal and generating considerable interest!
The IMEX in Frankfurt, which attracted a total of 3,970 hosted buyers from 90 countries, is the leading trade fair for incentives, meetings and events. In a series of meetings with representatives from the agency, association and corporate sectors, it was possible to acquire congresses and meetings of various sizes for Berlin.