Event
“People don´t look for the meaning of life,
they look for experience.” Joseph Campbell
Press events are emotionalised information. At a press event, the journalist is at the right place at the right time: a defined target group is given concentrated information packaged in entertainment. The better the news and information are staged, the more pleasantly our customers’ customers, the staff and the media guests are surprised. That’s why we put on the show ourselves and make sure of a great response among the audience and the media.
EXAMPLE
CMA Bier
Cultural assets are a rare commodity. German beer is without a doubt a global ambassador for the German way of life a fact that is familiar to many and hardly worthy of a new report. But when a 100-meter-long container ship with seven largerthan-life glasses of beer spends three days cruising the Rhine River from Mainz to Cologne to Düsseldorf, the media suddenly develops a great deal of interest in the popular beverage. Thus Father Rhine” – with the help of all the media attention – proved that in addition to wine, he also enjoys an occasional glass of beer.
EXAMPLE
Coca-Cola – It’s your Heimspiel! – MAKE IT REAL
This is the closest you can get! If you were between the ages of 12 and 16 and wanted to get close enough to touch the stars of the 2006 FIFA World Cup, your dream could come true. The campaign slogan “It’s your Heimspiel! – MAKE IT REAL combined the venue with an invitation to participate. The Coca-Cola Ball Crew ensures that balls didn´t lie around outside the pitch during World Cup games. Sponsors of this public relations campaign – the largest one for young fans in the lead-up to the 2006 FIFA World Cup – was the DFB team manager and the ambassador, Oliver Bierhoff, of the “Fan Club National Team established by Coca-Cola and the DFB and powered by Coca-Cola. The Coca-Cola Ball Crew offered the perfect opportunity to position the Coca-Cola brand even before the games began and to integrate the brand into the overall World Cup tournament in terms of media presence.
