In the eleventh year of the holding company's media relations activities, PR measures relating to major international events, cultural topics and future technologies reached over 5.9 potential contacts via traditional media work in the owned and earned media sector – once again with a strong international focus (excluding China, including China 6.3 billion).
Added to this are social media reach via Hamburg Ahoi with 57 million impressions, influencer reach with over 3.4 million followers and LinkedIn reach from business and innovation communication with 4.2 million impressions.
In terms of content, 2024 was dominated by the cross-media campaign for UEFA EURO 2024 with around 3.7 billion contacts, the international opening of the Hamburg Bunker (782 million) and cultural highlights such as the Caspar David Friedrich exhibition and dance and musical formats (total cultural reach of 200 million).
Location communication on innovation and green tech – especially the energy transition – as well as aviation and startup topics achieved a total of over 1.1 billion media contacts and was targeted via international specialist and business channels. The proportion of event-related and strategically networked PR campaigns continues to increase.