Ruhr Promo, Case study LONGEST TABLE ON THE AUTOBAHN by TAS Emotional Marketing

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Germany
Agency TAS Emotional Marketing
Released June 2010

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: RUHR.2010
Product/Service: MASS EVENT
Chairman: Dr. h.c. Fritz Pleitgen (RUHR.2010)
General Manager: Prof. Dr. Oliver Scheytt (RUHR.2010)
Head of Marketing: Jürgen Fischer (RUHR.2010)
Head of Marketing: Ralph Kindel (RUHR.2010)
Chief Executive Officer: Thomas Siepmann (TAS Emotional Marketing)
Strategic Planning/Customer Relationship Management Manager: Sonja Peger (TAS Emotional Marketing)
Strategic Planning/Customer Relationship Management Manager: Gundula Beck (TAS Emotional Marketing)
Head of Program & Personnel: Christopher Borck (TAS Emotional Marketing)
Head of Logistics & Budget: Michael Kosian (TAS Emotional Marketing)
Management Participator: Steffi Dräger (TAS Emotional Marketing)
Management Participator: Yannah Müller (TAS Emotional Marketing)
Sponsorship: Meike Nykamp (TAS Emotional Marketing)
Assistant Programm: Barbara Oeking (TAS Emotional Marketing)
Assistant Organisation & Personnel: Christina Sprankel (TAS Emotional Marketing)
Assistant Logistics: Stefan Henske (TAS Emotional Marketing)
Technical Manager: Mike Brockmann (TAS Emotional Marketing)
Media placement: ONLINE - Spiegel Online - 18.07.2010
Media placement: PRINT - Die Welt - 19.07.2010
Media placement: PRINT - Focus - 19.07.2010
Media placement: PRINT - Süddeutsche - 19.07.2010
Media placement: TV - Chinesisches Staatsfernsehen - 19.07.2010
Media placement: TV - Tagesschau - 18.07.2010
Media placement: PRINT - Bild (1 Seite - Plakat) - 19.07.2010
Media placement: PRINT - WAZ - 19.07.2010

Summary of the Campaign
The challenge was to promote the project Still-Leben Ruhrschnellweg to awaken the interest of the regional, national and international media for the cultural capital of Europe RUHR.2010, Fresh, powerful images were needed which could communicate the new creativity, internationality and diversity of the Revier region with a contemporary flair. The central focus of all the communications was the goal of actively engaging the people of the region and their visiting guests, of getting them excited about the project and making them feel that the event was their very own. On a bright sunny day, 3 million people turned up to be part of the mass event of RUHR.2010, the "Still-Leben Ruhrschnellweg".

Over 150,000 participants presented their programmes at a "table" 60 kilometres long. In the run-up to the event, more than 3,000 groups made presentations on the Internet. Over 10,000 subscribers to the newsletter were kept up to date with information about the Still-Leben. The visitors embraced the event as their own: they celebrated a joyful and peaceful festival of everyday cultures. The three-stage procedure for allocating the tables made it possible to create media events and to keep the theme on the journalistic agenda for the whole year.

The Situation
There has never been an event like this before. The location is unique: the busiest motorway in Europe, the A40 / B1 transformed into a festival of different cultures, generations and nations on July 18, 2010. On this main arterial of the Ruhr region, over a distance of almost 60 kilometres, the RUHR.2010 held a six-hour event turning more than 20,000 folding tables into a meeting place of cultures, generations and nations: the longest table in the world. It was a project of superlatives, presented by RUHR.2010 together with numerous organisations, municipalities and institutions, as well as 12,000 helpers.

The Goal
Four goals and objectives:

1. To build a year-long communications effort for the advertisement of the mass event Still-Leben Ruhrschnellweg (generating continuous editorial coverage in the run-up to the event).

2. To engage the citizens of the region in active participation in the "longest table in the world", and to generate at least one million visitors and promote the formation of a regional identity.

3. To ensure a safe and secure event through broad dissemination of organisational details

4. To create a positive image for the event: away from an arbitrary picnic, towards a cultural festival for the entire Ruhr metropolis.

The Strategy
To generate a year-long journalistic interest in the project, the main emphasis lay on creating media events and offering journalistic access.

1. Allocation of tables: tables were allocated according to a three-stage procedure. Each phase was treated as a media event and actively promoted

2. Participating individuals/groups: PR disseminated ideas for participation in the local press. In the Internet, groups were able to introduce themselves and their programmes.

3. Dissemination of information / Visitors' information: PR had to engender in the visitors a sense for certain "rules of conduct" and to ask for their co-operation. A "visitor's manual" was developed and disseminated through PR and on the project's website

4. Staging organisational necessities as media highlights: test construction and logistics rehearsals were treated as media events. Setting up the tables and benches on a test kilometre was used in the run-up to the event to offer journalists their first photos.

The three-stage procedure for allocating the tables made it possible to create media events and to keep the theme on the journalistic agenda for the whole year. Some 2,000 articles and more than 100 TV broadcasts were disseminated beforehand. For the day of the event, an infrastructure was created to give journalists access to electricity on the motorway, parking places for broadcast vehicles along the way, two press centres at the start (Dortmund) and end (Duisburg), as well as an international press centre in Essen. Editors could reserve a table in return for their own press coverage, giving them a place at the longest table in the world. On the day of the event, specially produced video footage was offered by satellite to outlets which could not be present. Even the closing of the A40 and the setting-up of the tables were made available to journalists for live first-hand coverage.

Documented Results
More than 400 journalists applied for accreditation for the event. In all, 16,000 publications were counted. The event was covered locally with special supplements. It was also a theme in the national and international press (Süddeutsche Zeitung, Die Welt, Financial Times, Hamburger Morgenpost, Berliner Zeitung, BILD, Guardian, Boston Globe, China Daily, Irish Times).
On TV there were more than 225 broadcast hours in over 200 countries. Sequentially arranged, that makes over 9 days of worldwide TV reporting generated by the six-hour event.
(Chinese State Television, BBC, ORF, Rai, Tagesschau, Tagesthemen, heute-Journal, RTL-Aktuell, Sat.1-News, n-tv, RTL2-News, arte, WDR,). Countless radio broadcasts reported on the Cultural Capital project. The event was theme of the day at Twitter, 1,000 videos on YouTube, 600 forum and blog entries and 3000 photos posted at Flickr are testimony to its success. Between July 17th and July 19th, the project's website registered more than 17 million page-impressions.