Orchestrated events for the general public
Our focus lies on image-enhancing events that strengthen Hamburg as a brand and reflect Hamburg’s unique brand value. The Hamburg Cruise Days festival may serve as an excellent example for our successful marketing approach. While we tend to operate behind the scenes, it is always our goal to reach the widest possible public. We stage our events not only in Hamburg, but we also develop creative, unique live communication events that are regularly presented in major international cities.
As a central point of contact for all organisations and public institutions involved in the Hamburg Metropolitan Region’s event industry, we provide advice when it comes to planning large-scale events in the public sphere. Frequently asked questions here include: Where exactly are these open-air venues, and who are the persons to contact when seeking official approval? Our event specialists can give advice and refer you to the relevant contact persons.
Our areas of expertise
The Hamburg brand
Event expertise & networking
Our services for you
Collaborations in Hamburg
Support to location providers
Head of Division Event Marketing
Tel +49 (0)40 / 30051-411
Sandra Pfeffer is head of the HCB’s event marketing unit. She is responsible for the strategic management of HCB’s corporate division and focusses on marketing Hamburg nationally and internationally through highly visible large-scale events in the public sphere with a view to value creation. One of the focal areas here lies in creating new event formats and improving existing event formats aimed at raising Hamburg’s international profile even further.
Sandra has many years of experience in the event industry and in media production. As a project coordinator she successfully managed various international sporting events and major projects, and she also worked as a manager for presenters and moderators in the area of on-air and off-air communications.
Jana Krüger works in the HCB’s event marketing unit with the aim of promoting Hamburg internationally through events. She is responsible for the implementation of public events with strong imagery and excellent media exposure. This includes in particular the planning and coordination of marketing activities relating to public events as well as marketing the city internationally via such events. Furthermore, Jana supports the event marketing team in developing existing and new event formats.
Jana studied exhibition, congress and event management and holds the degree of graduate business economist. She spent more than seven years working in the international department of the Hamburg Messe und Congress GmbH, where her responsibilities included e.g. project coordination of the German Pavilion at Expo Zaragoza 2008 and Expo Yeosu 2012 as well as of the Hamburg House at Expo Shanghai 2010.
As a member of the HCB’s event marketing team, Andrea is dedicated to raising Hamburg’s profile internationally through authentic, emotional event formats. In particular, this includes the planning and coordination of marketing measures in connection with public events, with the aim of presenting Hamburg with all its assets and facets to the relevant target markets.
During her vocational training as an event manager and alongside her degree course in business administration at the Leuphana University of Lüneburg, Andrea worked with Fintouring GmbH, where she was in charge of managing the company’s trade fair presentations in Germany and abroad. As a consultant for cooperation projects, advertisement and trade fairs, Andrea previously worked with Hamburg Tourismus GmbH for one year, gaining experience in the area of Hamburg-related marketing.
Our events for Hamburg
Hamburg Cruise Days
The Hamburg Cruise Days festival has long established itself as a highly popular flagship event on the banks of the River Elbe. The festival was launched and put into full swing by the HCB’s event marketing team. Since 2015, the Hamburg Cruise Days are held in close proximity to Seatrade Europe, the leading European cruise convention, as well as additional industry events. Based on the claim “Hamburg welcomes you on board”, the cruise capital of Hamburg thus presents itself on a biennial basis.
Hamburg on Tour
The HCB’s creative event marketing team develops and implements unique interactive projects and spectacular event formats – an example being the “Hamburg on Tour” programme of events. Based on this claim, the Hanseatic City of Hamburg presents itself in selected cities across the globe. The campaign was launched in Vienna, Austria, with an oversized paper ship that was floated in Vienna’s city centre. The ship served as a projection surface for providing live coverage of the Hamburg Cruise Days Parade, which took place the same day. The event enabled Viennese citizens to experience the spectacular fireworks display and the departure of the majestic cruise liners. The aim of such projects is to create an authentic Hamburg experience, with partner companies from Hamburg also getting the opportunity to come on board. Extensive media and social media coverage of the “Hamburg on Tour” campaign was a positive side effect – and a desired result.
The Day of German Unity festival
Every year on 3 October, the Day of German Unity is celebrated with a large public festival. It has become something of a tradition for Germany’s federal states to present themselves at this event through dedicated activities and booths. As one of the most popular destinations in Germany, Hamburg also makes use of the opportunity to present the Hamburg Metropolitan Region at different locations to a wide audience. Based on the claim “Vibrating Neighbourhoods”, visitors can experience Hamburg’s creative, music, cultural and culinary scenes. Hamburg presents itself as it is – and communicates what it feels like to be living in Hamburg. HCB’s event marketing team is in charge of Hamburg’s presentation at the Day of German Unity festival.
Highlights on the occasion of special events
Eurovision Song Contest in Vienna
In 2015, the Austrian capital of Vienna was at the centre of attention as host of the Eurovision Song Contest (ESC). On the occasion of the ESC, Hamburg sent a special greeting to Vienna and set up a mobile karaoke station in the form of a shipping container. Between 22 and 25 May, music fans had the opportunity to perform popular ESC tunes or evergreen songs from Hamburg against a Hamburg backdrop. Performances were digitally filmed, and participants had the opportunity to disseminate their performance via social media channels. The most popular performer won a weekend break in Hamburg as well as tickets to the Reeperbahn Festival in September.
Goldene Kamera awards in Hamburg
Hosted by the “HÖRZU” magazine on 27 February 2015, the 50th presentation of the German film and television award Goldene Kamera once again added glamour to Hamburg. On the occasion of this grand gala event, which was held in Hall 1 of the exhibition grounds, Hamburg’s television tower was immersed in golden light to match the trophy. Prior to the event, the HCB’s event marketing team in its role as central point of contact and “door opener” established relevant contacts for the approval procedure and to other stakeholders in the process.