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TourComm Germany — Close to the market, close to you de

Destination marketing

International Press Relations, Bremen

  • Client

    Bremen Economic Development Agency GmbH (WFB)

  • Task

    Drafting and distribution of press releases for Bremen in 11 European source markets

  • Project period

    April 2024 until now

Generating buzz for Bremen through press relations in other European countries

TourComm was commissioned by the WFB to handle press relations in selected European source markets. These included not only German-speaking countries such as Austria and Switzerland, but also the Netherlands, Belgium, France, Italy, Spain, the United Kingdom, Denmark, Sweden and Poland.

Online-Newsrooms for source markets

Thanks to the online distribution tool used by TourComm, it was possible to set up individual newsrooms for the source markets. These contained country-specific press releases, as well as specific contact details and media downloads.

Customised tie-downs

Each press release was accompanied by a personalised wrap-up. This primarily provided specific travel information on how to get from the country of origin to Germany – or, more specifically, to Bremen – by train, plane or car.

A wide range of topics

The topics for the eight press releases in total (as of November 2024) were defined in advance, based on Bremen’s key themes and major events. The campaign began with a general press release introducing the upcoming event highlights. This was followed by information on Bremen as a cycling city, maritime Bremen, the cultural landscape, the Freimarkt, the culinary scene and the Christmas markets.

Convincing statistics

Across all eight press release distribution dates to date, an above-average open rate has been recorded. Up to 57% in selected markets! The click-through rate was also impressive, reaching up to 12%. The press campaign generated a solid level of background buzz and once again drew the attention of journalists, even from more distant international markets such as Spain, to Bremen. There were numerous enquiries about press trips, some of which were organised directly during the course of the year.