In its tenth year, the holding company's media relations reached around 9.2 billion potential contacts through its communication measures and other projects via traditional media work in the owned and earned media sector - again predominantly in the international arena (including China, excluding China 6.5 billion).
Plus social media reach via Hamburg Ahoy of 60 million, influencer reach of 13 million followers and LinkedIn reach for the business location of 3.3 million impressions.
The content drivers on all channels were international events such as the final draw for UEFA EURO 2024 in the Elbphilharmonie (reach 3.3 billion contacts) and once again the Hamburg Cruise Days as well as cultural anniversaries and themes such as the Caspar David Friedrich exhibition at the Kunsthalle, which ran until April 2024 (total cultural reach 570 million).
The communication of Hamburg's innovation topics with a focus on aviation, green tech (including renewable energies / hydrogen) and startup topics generated around 1.8 billion media reach individually and increasingly in combination. Due to the lack of China-related events, the global political situation and target market shifts, reporting on Hamburg in China now plays a much smaller role in quantitative terms than it did 10 years ago.