Category: Environmental PR
Advertiser: CITY OF HAMBURG
Product/Service: EUROPEAN GREEN CAPITAL
Agency: fischerAppelt
Managing Director: Andreas Fischer-Appelt (fischerAppelt Relations)
Public Relations: Cornelia Lindberg (fischerAppelt)
Public Relations: Almuth Klink (fischerAppelt)
Creative Director: Tobias Holland (fischerAppelt)
Creative Director: Bill Yom (fischerAppelt)
Art: Steffen Goldkamp (fischerAppelt)
Account Executive: Stefanie Ohnemus (fischerAppelt)
Media placement: Railshow - - Spring 2011
Media placement: Multichannel Promotion - - Spring 2011
Media placement: Local Presswork - - Spring 2011
Media placement: Online - - Spring 2011
Summary of the Campaign
The City of Hamburg was designated ‘European Green Capital 2011’. To make Hamburg a truly European award-winner, the city decided to run a Europe-wide campaign to promote Hamburg and its green achievements. To do so, a cutting-edge interactive exhibition was created which presented over 100 green ideas coming from Hamburg. Based on an eco-friendly train, the exhibition visited major European cities and brought Hamburg’s ideas to Europe. Press work, eco-friendly promotion and the stunning exhibition itself positioned Hamburg as a green and innovative city at 18 campaign stops and put protecting the urban environment on the public agenda.
The Situation
4 out of 5 Europeans live in cities. As a result, 75% of all greenhouse gases are generated there. That makes urban ecology a key factor in environmental protection, which is why the European Commission presents an annual 'European Green Capital' award for outstanding accomplishments in the field of environmental protection. In 2011, Hamburg was chosen over the 2 other finalists, Copenhagen and Amsterdam.
Whereas last year’s winner, Stockholm, mainly promoted its title in Sweden, Hamburg wanted to emphasise the European aspect of the title and decided to involve not only its residents but all EU citizens in the campaign.
The Goal
- Present Hamburg’s green achievements and promote Hamburg as an environmentally-friendly and innovative city;
- Showcase the best solutions for sustainable cities and initiate dialogue with citizens;
- Make Hamburg a genuinely European award-winner by involving the whole European community.
The Strategy
To promote Hamburg’s strengths, we decided to take all the green innovations present in Hamburg and use them to make the most innovative environmental exhibition in Europe. It was designed using a modular-set up, and built into mobile exhibition containers.
That allowed us to move the exhibition around and reach citizens all over Europe. 18 major European cities were chosen as tour stops to display the exhibition and spread Hamburg’s ideas. To leave the smallest carbon footprint possible while visiting these cities, we decided to use the most eco-friendly transport: a state-of-the-art train - The Train of Ideas.
Execution
Over 100 exhibits and 26 touchscreens made complex issues tangible. Combined with a dedicated Facebook site, YouTube channel and campaign blog, there were a range of options for interacting digitally with the exhibition. Visitors could contribute their visions, while comment functions enabled direct dialogue.
Poster campaigns, public transport advertising, online ads and eco-friendly promotion, e.g. chalk graffiti or recycled paper flyers, made the train the talk of the town at its stopping places.
Extensive press work ensured reach and resonance. Formal openings with city mayors and local celebrities were featured, along with special events, further raising public awareness. Co-operations saw the Train promoted in schools, libraries, Goethe-Institutes and embassies. A transnational journalist network was also initiated, fostering editorial exchanges.
Documented Results
Over 500 print clippings, from local newspapers to European key media, such as Le Monde or Gazeta, reported enthusiastically about Hamburg and its Train of Ideas. 100,000 visitors across Europe have seen the exhibition and engaged with urban environmental protection.
The train has put sustainable urban development on the public agenda, with an international media reach of about 270m – which is equivalent to half of all EU citizens.
Expectations were exceeded as the Train of Ideas even reached the worldwide agenda, with media like CNN and Al-Jazeera putting their spotlight on the train.