Festival “60 Years of the Federal Republic of Germany”

Client

Press and Information Office of the Federal Government

With the aim of health promotion and prevention for older people, mc worked together with the Federal Centre for Health Education (BZgA). In particular, during the campaign, mc was responsible for:

  • Supervision of the program in public relations;
  • Marketing promotion of the sub-programs (eg. Lübeck model for in-patient care, over 50-sport together with the German Football Association);
  • Development and realization of word-image brands as well as of advertising motifs (for the sub-programs of “getting older in balance”);
  • Content and editorial development and maintenance of the website for the prevention program;
  • Supporting the BZgA at events and trade fair appearances.

Objectives

  • Planning and realisation of a citizens’ festival on the 60th anniversary of the ratification of the Basic Law
  • 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

  • Organization of a festival in Berlin to celebrate the 60th anniversary of the ratification of the Basic Law
  • Consulting, planning and coordination of the conceptual development of PR communication measures
  • Development of campaign motifs
  • Graphic and editorial design of the ads
  • 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)
  • Logistical organisation and implementation of the programme in the Royal Academy of Arts
  • VIP support including invitation management
  • Coordination of the infrastructure for the fixed mile areas, Stage program and VIP
  • Preparation of moderation briefings and implementation of Briefing discussions
  • Establishment of a press office and support for the media and arranging interviews with artists on site
  • Graphic concept, design of the stage, banners for the cladding and branding of video towers
  • Design and production of various signage, Programme publications
  • Concept, design and production of the design of the Readings in the Academy of Arts (backdrop, lectern, programme, signposting)

Target Groups

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

Results

  • Around 750,000 citizens celebrated the anniversary along the Straße des 17. The programme on the double stage at the Brandenburg Gate was broadcast on LED screens along the festival mile.
  • Prominent guests, such as Federal Chancellor Angela Merkel and the Prime Minister of Rhineland-Palatinate Kurt Beck, were among the visitors.

Units Involved