Positioning Hamburg internationally
In 2013, measures implemented by the Media Relations team generated around 9,000 Hamburg-related editorial pieces across the globe and about 4 billion contacts via print media, blog posts, online reports, and television and radio. From among these, 1/8 was attributable to the German market and 7/8 were attributable to international markets, most notably the United States and China.
In 2014, the HMG’s Media Relations department served some 1,100 journalists and bloggers, of which 75% were dealt with in person as part of a complementary press trip or in response to a query.
Media campaigns attract worldwide attention
In order to place topics internationally in a way that is consistent with the Hamburg brand and according to occasion, the Media Relations team clusters classic media relations and blogger relations instruments, enabling them to simultaneously launch several occasions or sub-projects.
Example: the single-issue campaign “Hamburg: the music capital”
In 2014, the topic of “music capital” served as the umbrella theme for inviting international journalists to join the 300th anniversary of C.P.E. Bach, the Elbjazz Festival, the Dockville Festival, the Reeperbahn Festival and the 1st Hamburg International Music Festival; for visiting concerts by the Ensemble Resonanz chamber orchestra; for presenting the Elbphilharmonie concert hall; for organising background talks with music directors, press officers of orchestras, record labels and concert promoters; for supplying journalists with resources on the Composers’ Quarter and the history of classical music in Hamburg; for presenting Hamburg’s music scene at various events (such as SWSX); for taking a guided tour through rocking St Pauli with band Rhonda, and for following the trail of the Beatles through Hamburg. All of these onsite activities were flanked by additional communication measures, e.g. social media activities and traditional media information, and close collaboration with local partners and agencies.