International press relations

While the SINUS milieus from the SINUS Institute are widely known in Germany and are often used to define a specific target group, there are no similar considerations for other European countries. The challenge for our copywriter was therefore to transfer the requirements for addressing the target group.

Each press release was given an individualised cover. In addition to target group-specific content, this also provided contact information and travel information from the source country to Germany and specifically to Freiburg.

The translations of the finished texts into the five target languages English, French, Dutch, Spanish and Italian were provided by our in-house language service provider Com-Unic Tourism. By handling the translation services in-house, we were able to offer an attractive package price.

The topics for the 12 press releases were defined in advance based on Freiburg's core themes. We started with a general press release on Freiburg's position in Germany. This was followed by information on Freiburg's sustainable development, autumn activities, Christmas markets, culinary specialities, wellness, winter sports, the historic old town, shopping, event highlights, summer activities and Freiburg's young scene.

An above-average opening rate for press releases was recorded across all 12 mailing dates. Up to 48% in selected markets! The click rate was also impressive at up to 15%. The press work generated a solid buzz and once again drew the attention of journalists from local markets such as France to Freiburg im Breisgau. There were many requests for press trips.