Torgau – city of renaissance and reformation
Torgau on the river Elbe is among the most beautiful renaissance cities in Germany. Hardly anyone who has ever visited the city would doubt that. The PR task has been to entice media representatives and, later, tourists to the city 0f 20,000 inhabitants. As the political center of the reformation, Torgau plays a vital role in the ongoing “Luther Decade”, which will last until 2017. So far, Wittenberg and Eisleben have been the cities primarily associated with Luther’s name. When it comes to communicating its connection with the famous reformer, Torgau still needs to achieve prominence. Only a few people know, for example, that the first protestant church built according to Martin Luther’s ideas is the chapel at Hartenfels castle. When it comes to tourism marketing, Torgau’s geographic location on the northern boundary of the state of Saxony is a bit of a challenge. The city is located about 1.5 hours from Dresden, the state capital, and one hour from Leipzig.
Elbe Day in the international media
Even in more recent times, the city has been the focus of historical attention. A photo showing American and Russian soldiers shaking hands on a destroyed bridge across the river Elbe in Torgau was spread around the world through the news agencies. The city commemorates this historic event every year with the Elbe Day celebration. Every five years the event takes place in a much larger, international context. The public relations surrounding this event garnered media attention at the scale of more than three million copies (print media). In addition, TV and radio media representatives attended the event, as did a Russian TV station. In total, press coverage reached an audience of more than 100 million.
Press trips with hand-picked participants
Introducing journalists to the beauty of a city or country as part of a press trip is a tried and tested concept for marketing an area. Inviting the right journalists, though, is crucial for the success of such a trip. With the help of a well-maintained contact database you can keep track of which journalists produced high-end articles after a press trip and in which media these were published. Years of experience and good personal contacts therefore have a great influence on the quality of the resulting publications.
The reference: facts and figures
Client: City of Torgau, tourism information center/Torgau utilities
Tasks: PR consulting, topic selection, annual plan, press releases (research, text, mailing, monitoring), press trips (themes, invitations, coordination, follow-ups), images, digital press kits, online press room, social media, media cooperation, sweepstakes, media analysis, documentation.
Results: Press coverage per year (print media only) between 8 and 10 million (sold copies). Plus several million additional consumer contacts through TV and radio as well as publication in national media and circulation through news agencies.
Dickes Ding: Die Stadt Torgau im Pressespiegel