Agency of the German Government

Client

Chancellery of the German Government / Press and Information Office

Objectives

  • Conception and development of communication strategies in order to raise awareness of the initiatives of the German Federal Government
  • mc Group developed and implemented communication campaigns since 1998 for all chancellors (Helmut Kohl, Gerhard Schröder, Angela Merkel)
  • Planning and realisation of a citizens’ festivals on the 60th anniversary of the ratification of the Basic Law, on the European Festival, on the Open Day and on the Citizens´ Festival
  • Framework contract on the conception and development of communication strategies, planning and development of design concepts, implementation of these strategies, conceptions and consultation services in relation to communication
  • Framework contract on the conception, development and implementation of public relations measures and events

Tasks

  • Implementation and development of a PR campaign for increasing the brand awareness
  • Consulting, planning and coordination of the conceptual development of communication measures
  • Development of strategic communication approach incl. media mapping and distribution list development
  • Design and production of a flyer to promote the Events (Distribution in hotels, gastronomy, bakeries, public institutions, BVG service points, Karstadt branches etc.)
  • Design and production of VIP invitations
  • Developing creative approach and final artwork for Print and OOH
  • Production of a film that provided information about the historical events in Berlin in an emotional manner and indicates what the fall of the Berlin Wall means to the Germans
  • Production of a film that provided information about the historical events in Berlin in an emotional manner and indicates what the fall of the Berlin Wall means to the Germans
  • Conception, organisation and implementation of the festival mile (content and technical support of the 80 exhibitors, coordination of the catering concept)
  • Conception, organisation and realisation of the stage programme (stage and artist management in the run-up and on site, branding of the stages, coordination of the two stages)
  • VIP support including invitation management
  • Support of the artists in the run-up to the event and at the event
  • Preparation of moderation briefings and implementation of Briefing discussions

Target groups

  • General public
  • Young people
  • General and specialized media
  • National parliamentarians

Results

Around 750,000 citizens celebrated the anniversary along the Straße des 17. The program on the double stage at the Brandenburg Gate was transmitted along the festival mile on LED walls

VIP guests, like Chancellor Angela Merkel and Minister President of the State of Rhineland-Palatinate Kurt Beck, were among the visitors.

Citizen ‘s Festival

  • 750.000 visitors, over 700 media reports nationwide, arrangement of sweepstake and media cooperations

Open Day

  • Nationwide reportings in the media, arrangement of nationwide sweepstake cooperations (trip to Berlin)
  • 150,000 visitors

Units Involved