Chancellery of the German Government

Project Description

• Conception and development of communication strategies in order to raise awareness of the initiatives of the German Federal Government
• mc Group developed and implemented communication campaigns since 1998 for all chancellors (Kohl Helmut, Schröder Gerhard, Merkel Angela)
• Planning and realisation of a citizens’ festivals on the 60th anniversary of the ratification of the Basic Law, on the European Festival, on the Open Day and on the Citizens´ Festival

Campaign Goals

• Framework contract on the conception and development of communication strategies, planning and development of design concepts, implementation of these strategies, conceptions and consultation services in relation to communication
• Framework contract on the conception, development and implementation of public relations measures and events

Target Groups

• General Public
• Young People
• General and specialized media
• National parliamentarians

Communication Measures

Strategic planning

• Implementation and development of a PR campaign for increasing the brand awareness
• Consulting, planning and coordination of the conceptual development of communication measures
• Development of strategic communication approach incl. media mapping and distribution list development
• Target group mapping of stakeholders, key experts and policymakers at European, national and local level

Advertising / Creation

• Design and production of a flyer to promote the Events (Distribution in hotels, gastronomy, bakeries, public institutions, BVG service points, Karstadt branches etc.)
• Design and production of VIP invitations
• Developing creative approach and final artwork for Print and OOH
• Conception, design and production of specific advertising for large OOH surfaces
• Conception, design and production of A1 posters for Promotion of the event and distribution (including ministries, bakeries, public institutions, department stores)
• Connection of an 18/1 before BPA
• Conception, design and placement of communication media, like advertisements, individual postmark on Berlin letters and Berlin windows in Berlin subways
• Graphic conception, design and production of a Photo exhibition “60 years of the Federal Republic of Germany” at the Event area in 30 glass showcases
• Development of the corporate design for publications on the basis of the Federal Governments corporate design
• Implementation of the modified corporate design in publications, as well as presentations at trade fairs, events and congresses
• Production of design manuals to enable the universal application of the CD
• Provision of advice to cooperation partners regarding the application of the CD
• Design and production of publications

TV

• Production of a film that provided information about the historical events in Berlin in an emotional manner and indicates what the fall of the Berlin Wall means to the Germans
• Production of a film that provided information about the historical events in Berlin in an emotional manner and indicates what the fall of the Berlin Wall means to the Germans

Events

• Conception, organisation and implementation of the festival mile (content and technical support of the 80 exhibitors, coordination of the catering concept)
• Conception, organisation and realisation of the stage programme (stage and artist management in the run-up and on site, branding of the stages, coordination of the two stages)
• Logistical organisation and implementation of the programme in the Royal Academy of Arts
• VIP support including invitation management
• Coordination of the infrastructure for the fixed mile areas, Stage program and VIP
• Preparation of moderation briefings and implementation of Briefing discussions
• Establishment of a press office and support for the media and arranging interviews with artists on site
• Graphic concept, design of the stage, banners for the cladding and branding of video towers
• Design and production of various signage, Programme publications
• Concept, design and production of the design of the Readings in the Academy of Arts (backdrop, lectern, programme, signposting)
• Conception and implementation of communication measures during the EU summit
• Supporting press work for the European Festival; design and distribution of information material in three languages
• Conception and production of posters, advertisements and tent banners
• Layout and print of the “Berlin Declaration” in three languages
• Entire equipment of the BPA tent and organisation of promoters Citizen’s Festival 2009
• Run-up communication with information of the media and calendars of events
• Conception and realisation of a 525 m² exhibition tent for the self-presentation
• of six ministries and the Press and Information Office of the Federal Government
• Conception and realisation of the BPA information desk and the stands of the
• Federal Ministry for the Environment, the Federal Ministry for Economic Cooperation
• and Development, as well as the Federal Ministry of Transport
• Organisation and implementation of a press reception for 250 national and international journalists with Chancellor Angela Merkel on the 28th of May in the Museum of Art in Bonn
• Ongoing customer service and accompanying press work

Public Relations

• Editing of texts (media guides, flyers, invitation cards)
• Agreement on media cooperation
• Support of the artists in the run-up to the event and at the event
• Preparation of moderation briefings and implementation of Briefing discussions
• Establishment of a press office and support for the media and Arranging interviews with artists on site

• Around 750.000 citizens celebrated the anniversary along the Straße des 17. The program on the double stage at the Brandenburg Gate was transmitted along the festival mile on LED walls
• VIP guests, like Chancellor Angela Merkel and Minister President of the State of Rhineland-Palatinate Kurt Beck, were among the visitors.

Citizen ‘s Festival

• 750.000 visitors, over 700 media reports nationwide, arrangement of sweepstake and media cooperations

Open Day

• Nationwide reportings in the media, arrangement of nationwide sweepstake cooperations (trip to Berlin)
• 150.000 visitors

European Festival

• 350.000 visitors, nationwide reporting in the media