How innovation in Hamburg’s event sector has driven hybrid & digital events

“In the current climate, it’s essential for the business event industry to adjust and change its offering to meet current requirements’, says Florian Gerdes, Marketing Manager Conventions at Hamburg Convention Bureau. “Venues and event agencies throughout the city have demonstrated huge innovation, creating high quality events that are engaging and relevant.”

Venues and event organisers across Hamburg are fast expanding their skill set to deliver high quality digital and hybrid events, hosting a range of European and national events over the past few months. Here are some highlights

The eye of the law considers Covid
One of the largest legal events to be focused on the pandemic to date took place, for the first time in its history, as a hybrid event . The German Lawyers Convention was held in September, attracting 200 participants to Hamburg Messe and more than 5,500 participants followed the event via live stream. Under the title ‘Pandemic and Law – Forum of the Deutscher Juristentag e.V. Hamburg 2020’, the event included contributions from the Federal Minister of Justice and the Hamburg Senator of Justice and discussions centred on topical concerns – ‘Fundamental rights in times of pandemic’ and ‘Sharing the burden of the pandemic’.

Heike Mahmoud, Chief Operating Officer of CCH – Congress Center Hamburg, comments: “Although we’re ultimately looking forward to welcoming back large numbers of participants at live events once it is safe to do so, we’ll continue, in the interim, to focus on producing high-quality, hybrid events, such as the Forum Pandemic and Law”.

Financial leader celebrates 30th anniversary
Proaktiva, one of the leading private asset managers in Germany, celebrated its 30th anniversary with its national network of employees, clients and stakeholders via a hybrid event. Hamburg-based event agency KahnEvents facilitated and moderated the event which took place in September. 24 people attended the live event at Hansegate Hamburg ,an event venue alongside the River Elbe, and digital attendees were able to join the celebrations with the help of an ”online party box” providing them with food and drink.

Torben Peters, Managing Director of PROAKTIVA GmbH, explains: “We wanted to strengthen our relationship with clients during these difficult times and the event – thanks to its high production values and interactive elements – managed to deliver this.”

Medical sector switches to virtual
The Hamburg branch of professional congress organiser Interplan had to quickly switch from live to virtual events, turning a face to face meeting into a virtual congress within a matter of weeks. Since then Interplan has organised and hosted an impressive list of 15 virtual congresses and exhibitions.

These events include European and national events in the medical sector such as the virtual ECMO Day for the European Extracorporeal Life Support Organisation’s (EuroELSO); the Pain and Palliative Care annual meeting for the German Pain Society, the German Ophthalmology Society’s annual meeting, ENDOCLUB (gastrointestinal endoscopy) virtual congress and the European Association for the Study of Diabetes (EASD) annual meeting.

Stefano Del Prato, President of the European Association for the Study of Diabetes (EASD) said: “We have together embarked on a new virtual adventure and have received many positive responses from our industry partners for the excellent work the Interplan team has delivered.”

The call of the wild
Tierpark Hagenbeck, Hamburg’s park and zoo, now houses a new studio dedicated to producing digital and hybrid events for up to 180 attendees. Venue operator Gerresheim has partnered with event technology specialists Nordlite to create the facility which has four separate studio sets along with a small conference room, production office and crew area.

Florian Gerdes from Hamburg Convention Bureau summarises: “These innovations demonstrate some of the flexibility, adaptability and sheer ingenuity shown by the city’s events sector during this crisis. We hope that these innovations will give people confidence to plan and attend face to face meetings and events around the world when it is once again possible.”

Photo: KahnEvents GmbH

Photo: djt Deutscher Juristentag e.V.
The Hamburg Convention Bureau (HCB) 

The Hamburg Convention Bureau (HCB) is a division within Hamburg Tourismus GmbH. Already since 2009, the HCB has been responsible for profiling the destination as a globally recognised premium location for B2B events. As part of a municipal marketing organisation, we are also the interface between tourism and business development.

Michel Molenda
Head of Corporate Communications & PR
Hamburg Convention Bureau GmbH
Wexstrasse 7
D-20355 Hamburg

T: +49 40 – 300 51 653
M: +49 173 – 900 6586
F: +49 40 – 300 51 618

For further information contact:

Emma Blake

Hamburg Convention Bureau UK
T: +44 207 736 4022

Sascha Albertsen

Sascha Albertsen

Hamburg Tourismus GmbH
Leitung Stabsstelle Kommunikation & Öffentlichkeitsarbeit
Tel +49 (0)40 / 30051-111

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