“Pop into Berlin” in autumn 2016: Berlin makes a guest appearance in Warsaw’s city centre
In October 2016, Berlin made a guest appearance in Warsaw. As part of the Pop into Berlin initiative, we rented a top inner city location for two weeks to present the creative metropolis of Berlin at a Pop-up Store from 17–23 October and in the Pop-up Club from 25–29 October. Through an evening event for the travel industry, interviews and a live radio broadcast, tour operators as well as business and media representatives were introduced to the BERLIN 365/24 campaign. We realised activities throughout the year for the Polish market. In cooperation with the city of Wrocław, for instance, Berlin flyers were distributed in the ‘Kulturzug’ rail link from Berlin to Wrocław. In addition, in a joint action with cultural projects, we realised other B2C activities on the Club Night in Wrocław on 28 May. Berlin promotional ads were also shown in various cinemas in western Poland. In addition, editorial interviews, a press conference on the “Pop into Berlin” initiative and 12 press trips to Berlin generated widespread press coverage for the city in the Polish media.