The German Reading Aloud Competition

Task:

  • Conceptual development of the local reading events and the closing awards ceremony

Realisation:

“Think nationwide, act local” – following this principle DIE PR-BERATER developed an event concept for the Deutsche Vorlesepreis, the German reading aloud award. To begin with, a jury ambassador visited each of the fifteen contest finalists. To generate the necessary brand loyalty, the POM-BÄR Walking Act accompanied the jury ambassadors on their tour of Germany. The aim was to expand the reach of the contest across the country and through the sum of local activities generate nationwide attention and interest.

The grand finale of the local events was the closing gala ceremony where the winners personally received their awards from prominent reading mentors. DIE PR-BERATER displayed an accurate sense of the target group and topic though its choice of location for the event, the KinderKulturHaus in Cologne (a cultural center for children), as well as in the design of the program, which DIE PR-BERATER organized together with its partner agency revo.