Hesse Day 2023
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Hesse Day 2023:
Target group oriented marketing
from Berlin and Frankfurt
Two agencies are working on eye-catching campaign concepts for the 60th Hessentag in Pfungstadt.
Frankfurt/Pfungstadt, November 18, 2022. “Make Hessentag your day” is the motto of the marketing campaign for Hessentag 2023 in Pfungstadt. Behind it is the Berlin communication agency PETER PAUL AND MARY (PPAM), which will now bring Hessentag to life with appealing marketing concepts and together with the partner agency .brandcom from Frankfurt.
2 agencies, 1 team
The communication agency PPAM, founded in Berlin in 1998, develops successful communication concepts, websites and online communication for brands, companies, institutions and projects. But PPAM is also an expert in the field of live entertainment and has worked for Wacken and Rock am Ring for many years. The Berlin agency benefited from this know-how when it was allowed to develop the communication concept and marketing principles for the 60th Hessentag 2023 in Pfungstadt.
For the implementation of this concept, PPAM receives regional support from the Frankfurt advertising agency .brandcom. The two partner agencies are jointly responsible for all communication measures for the Hessentag in Pfungstadt.
Mayor Patrick Koch also welcomes partnerships with more than one marketing agency: “It is perfectly clear that publicity measures for a Hessentag cannot be handled by a city’s press office alone, as they have neither the resources nor the know-how for a project of this size. As an agency of the Rhine- Minus, .brandcom is no stranger to Hessentag and PPAM has also made an impression right from the start with a fresh, modern look. We are very satisfied with the cooperation so far and look forward to the cooperation ahead of us.”
The service provider “ARGE Project Control Hessentag Pfungstadt” commissioned by the Pfungstadt city council to design, plan and implement the Hessentag 2023 is also the marketing contact. Project manager Marten Pauls on working with PPAM and .brandcom: “The PPAM and .brandcom agency team combines expertise in the fields of information graphic design, major event marketing, public relations and communications with a Hessian perspective. This puts the city in a great position for the Hessentag, as previous success figures for publications and growth rates of social media channels that were actively used for the first time as part of a Hessentag show.”
Flexible campaign concept for a broad target group
The branding and campaigning process for the Hessentag in Pfungstadt started in December 2021, which means that the concept could already be approved in May 2022. Since then, both agencies have been working hard to implement the individual measures. At the heart of these measures is the “Make Hessentag your day!” campaign, which not only focuses on visitors by addressing them personally, but also aims to create a positive and special atmosphere.
Markus Lorenz, CEO of PPAM, on the campaign development process: “On the one hand, we were faced with the challenge of doing the Hessentag justice with its very diverse programme, its broad target group and historically determined traditions and specifications. On the other hand, it was important to us to bring Hessentag into the present day and also to make it interesting for a younger target group. With the current concept, we have developed a campaign that works flexibly for countless topics and can be adapted to different measures.”
The “participation campaign” launched in July shows how the campaign concept is applied. The slogan “Make Hessentag your join-in day” aims to involve and activate volunteers from a broad target group.
Mayor Patrick Koch: “I think it’s good that the campaign is reaching out to everyone personally. This makes it clear that Hessentag is not just for the city, but for everyone in the region and beyond. Everyone can get something for themselves from this campaign, I think it’s a great success.”
Information about the Hessentag 2023 in Pfungstadt
The Hessentag is Germany’s oldest and largest state holiday and attracts hundreds of thousands of visitors from Hesse and all over Germany every year. As part of the Hessentag, attractive cultural events in the fields of music, comedy and entertainment will take place in the host city. A varied program is also planned for the 60th Hessentag, which will take place in Pfungstadt from 2 to 11 June 2023. After 1973, Pfungstadt is organizing a Hessentag for the second time.
Kommunikation & PR Hessentag 2023
brandcom Frankfurt GmbH Falkensteiner Str. 77 60322 Frankfurt
Projektleitung: Ronja Eylenstein Carlotta Cinelli
Telefon: +49 (0)69 4609710-03 E-Mail: [email protected]
