Hannover Marketing and Tourismus GmbH

Very British 2014: Hanover in Royal Fever (May 12, 2014)

Hannover Marketing & Tourismus GmbH (HMTG) is launching an advertising campaign for the Lower Saxony State Exhibition marking the 300th anniversary of the German-British Personal Union.

The countdown is on for the major Lower Saxony State Exhibition in the anniversary year of the German-British personal union: On May 17, this captivating exhibition, titled “Hanover’s Rulers on the English Throne, 1714–1837,” will open its doors. Under the theme “Five Locations—One Royal Theme,” visitors to the Lower Saxony State Museum, the Herrenhausen Palace Museum, the Hannover Historical Museum, the Wilhelm Busch—German Museum of Caricature and Cartooning, and the Residence Museum at Celle Palace can gain fascinating insights into the multifaceted era of the personal union. A detour to Marienburg Castle is also worthwhile: since May 1, a special exhibition there has been showcasing the Hanoverian royal crown, along with the scepter and bridal crown.

Shortly before the start of the state exhibition, the HMTG’s accompanying promotional efforts reach their peak with a nationwide campaign tailored to the event’s theme. After promoting the event over the past nearly two years at the ITB and other travel fairs, as well as through newspaper inserts, billboards, and advertisements across Europe—particularly in England and the Netherlands—a Germany-wide campaign is now set to inspire visitors from near and far to experience this royal year in Hanover.

For example, around 300 large-format posters in various cities within a 150-kilometer radius of Hanover feature striking images of the exhibition pieces and
venues. Other eye-catchers include the 60 City-Light posters at bus stops and a total of 50 advertising columns throughout Hanover’s city center, all designed to whet visitors’ appetite for the interesting exhibition program. In addition, 40 flags featuring royal-themed designs—located at sites such as the Maschsee, Friedrichswall, Steintor, and Leibnizufer—serve as signposts to the main exhibition venues. A series of advertisements on Deutsche Bahn’s travel schedules also spreads the campaign imagery throughout Germany.

Advertising is also taking place in Baden-Württemberg: In Stuttgart, 137 City-Light posters and 66 City-Light columns invite people to visit the state exhibition in Hanover, among other things. This is a continuation of a partnership with Germanwings: Back in February, the HMTG and the airline had already teamed up in London to promote a visit to Hanover during the “Year of the UK” through advertisements in subway cars and stations.

“Hanover’s ties to England have had a profound influence on the city. In 2014, the city is celebrating its British roots, and the Union Jack is taking center stage. We cordially invite all guests from Germany and abroad to take this ‘British Year’ as an opportunity to visit and discover Hanover,” says Hans Christian Nolte, Managing Director of Hannover Marketing und Tourismus GmbH (HMTG).

For anyone who would like to take advantage of the Year of British Culture to visit Hanover, HMTG has put together group arrangements and lodging packages. An overview is available at www.hannover.de/erlebnispakete.

All information about the state exhibition and the events taking place during the Year of Britain can be found at www.hannover.de/verybritish.

Additional press photos, as well as press releases and articles, can be found at www.hannover.de/presse_hmtg.