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The Occasion
The opening of the Gallery of Steel took place before the holidays in December 2019. The ideal time to introduce a new, exciting attraction to the people of Berlin. The idea: a two-part media-rich opening event with a press event and a celebratory opening weekend for the whole city. Before Christmas we invited to an exclusive press tour and in February we staged a big superhero weekend. Every dressed-up child could marvel at the steel heroes in the Gallery of Steel Figures for free. On the opening weekend, donations were also collected to benefit the Berlin charity “Laughing Hearts,” which helps disadvantaged children in Berlin.
Execution
The press invitation for the opening before the holidays was aimed at journalists, bloggers and influencers in the city. Before Christmas, we decided to have an opening with a light lunch to distract the media representatives from the holiday rush. The tour revealed little secrets and anecdotes behind the steel figures. We announced the festive Opening Weekend to the public with press releases. Grandparents with grandchildren, parents with children, young people and tourists were addressed and invited to visit the Gallery.
Outcome
A large photo spread in a Berlin daily newspaper, a report on rbb television, background stories in family newspapers, blogger and influencer recommendations as well as individual reportages were created after the official opening. Many influencers and bloggers discovered the Gallery of Steel Figures as a new photo location.