s t n e t n o c 04 hamburg on tour in london following vienna, copenhagen and gothenburg, in 2017 it was london’s turn to host hamburg on tour 06 hi london! from biz to buzz different b2b events before the event opened for the general public presented a fantastic oppor- tunity to meet new people and catch up with existing contacts (17 – 20 october) 08 hamburg goes east end the historic boiler house on brick lane in lon- don’s east end was the setting for hi london! 10 two days of hamburg buzz feel the rhythm of hamburg: was the melody that introduced londoners to hamburg – germany’s premier music and festival region (20 – 21 october) 12 quotes & opinions hamburg's rhythm: how artists and bloggers saw hi london! 14 feedback, facts & figures results of the visitor survey and the partner survey ”hamburg’s singular essence bewitched us“ ”hamburg on tour had a great vibe“ 16 communication & media hi london! in the media – coverage and performance data 2 h a m b u r g o n t o u r

feel the rhythm of hamburg: hamburg on tour in london following vienna, copenhagen and gothenburg, it was london’s turn to host hamburg on tour in 2017. t n e v e e h t from thursday 19 till saturday 21 oc- tober, london played host to hamburg on tour: the one-of-a-kind pop-up event in shoreditch at the boiler house, 152 brick lane, showcased one of the most liveable cities in the world as a part of a lively music and festival region with more than 100 festivals per year. the b2c event included a full (free) programme of music from top bands and dj’s, traditional and modern faiyre, interactive tours of the city including a cinema experience and 360-degree vr technology exhibit, markets, a taste of the legendary st. pauli beatles tour by stefanie hempel, along with craft beer tasting – all set against the backdrop of a hamburg skyline, dominated by the celebrated elbphilharmonie ham- burg, the world’s finest new concert hall. the public event was complemented by a range of b2b formats to support the relationship between hamburg and its international partner city london. about hamburg on tour hamburg on tour is a public event series which the hamburg convention bureau gmbh (as part of hamburg marketing gmbh) has designed to present the city of hamburg and its surrounding metropolitan region via an imaginative live communications event, taking place annually in international host cities. for hamburg on tour partners, the event offers multiple platforms to present themselves to key international markets. 4 h a m b u r g o n t o u r

the programme: b2b hi london! from biz to buzz different b2b events before the event opened for the general public presented a fantastic opportunity to meet new people and catch up with existing contacts (17 – 20 october). culture reception and discussion panel: “hamburg – a city under the spell of music. how a city was reborn through investment in a world class concert hall.” 17.10., tate modern, 90 guests science delegation of professors from hamburg universities meet the deputy mayor; lectures at cambridge and london 17.10.-19.10. business hamburg invest seminar: business development corporation: “london meets hamburg – your gateway to europe” 19.10., devonshire terrace, 30 guests travel & mice hamburg tourist board and hamburg convention bureau invited to a panel discussion about hamburg as a mice and leisure destination 19.10., devonshire terrace, 40 guests media “hamburg – gateway to europe” 19.10., devonshire terrace, 5 key media networking hamburg networking reception the evening finished on a high with numerous business and media guests. 19.10., devonshire terrace, 130 guests startups business breakfast with nextmedia.hamburg 20.10., wework spitalfields, 25 guests 6 h a m b u r g o n t o u r ˜335 visitors to all business events

live music: listen up! workshops: a taste of hamburg market street: the city’s greatest hits art: the city as a canvas top acts performed live on two days, covering an eclectic range of genres and shaking the stage with a sound range from jazz to rock. gripping showcases and inspiring acti- vities – from street art to craft beer sampling and how to make the perfect cup of coffee. a stroll along market street was a great opportunity to meet the event’s partners: eurowings, kleinhuis baseler hof, hanseatic city of stade and the hotel & hostel superbude. live painting with hamburg artist uli pforr and his st. pauli personalities – plus graffiti artist macha just around the corner in dray walk with her hamburg mural. i n o t a c o l e h t hamburg goes east end the historic boiler house on brick lane in london’s east end was the setting for the hi london! event, which included a sizzling choice of attractions. 8 8 h a m b u r g o n t o u r h a m b u r g o n t o u r

the programme feel the rhythm of hamburg: this was the melody that introduced londoners to hamburg – germany’s premier music and festival region. for two action-packed days, hi london! offered visitors a live cross-section of the city’s incredible musical bandwidth and a glimpse of its iconic music scene. two days of hamburg buzz 2 days 14 live concerts 10 workshops & talks 10 other acts tasty greetings from hamburg – with a beer brewed specially for the event. 1 0 h a m b u r g o n t o u r music live music from the ambassadors of hamburg’s festivals: • wacken open air featuring mutz • ms dockville feat. hundreds • hanse song festival feat. odeville • elbphilharmonie hamburg feat. nathan ott organic trio • reeperbahn festival feat. the other shi • hurricane festival feat. to kill a king jazz garden – sponsored by elbjazz, featuring jazz-dj tina edwards – st. pauli beatles tour – a visit to the reeperbahn with stefanie hempel and her ukulele. the music program- me was supported by the ministry of culture and media. workshop workshops & presentations from the event’s partners: coffee works- hop by speicherstadt kaffeerösterei, street art workshop by millerntor gallery and viva con agua, artist: macha, beer tasting of hamburg’s craftbeer lütte höög, a reading & discussion panel with fc st. pauli,

blog ”hand luggage only“ hamburg is one of our favourite german cities. yes, we know, you shouldn’t have favourites but hamburg really is one incredible city that’s buzzing with energy, culture and some of the best coffee in all of europe! the hamburg event was such an exciting day for us, it was a totally immersive experience where we were quickly drawn back to the joys of the city! from the live bands, the local food and drinks, the energy and, of course, the amazing sailor statues. it was so fun. it really brought a little slice of hamburg to the beating heart of london. tina edwards, jazz dj i had a lot of fun djing the event; hamburg on tour had a great vibe and gave me the bug to visit the city again one day soon. hundreds, representative of ms dockville it was such a beautiful event. we really enjoyed the boiler house and the music of the other participants. it was like a farmer’s market, where you can experience the city of hamburg with all your senses. music for the ears, lemonade, coffee and beer for your taste buds and a lot to see and find out. mutz, representative of wacken open air it was an honour to represent wacken open air and the region in london on behalf of hamburg on tour! it was truly inspirational, because i not only got to experience london’s influence and charm at first hand, i also met lots of of fascinating people from my native region, whom i have stayed in close contact with. the event showcases hamburg to the outside world and enables exhibitors and participants alike to forge new regional contacts. 1 2 h a m b u r g o n t o u r blog ”life is a festival“ i felt like i was back in hamburg for the weekend, what a great party! all in all a fantastic event, which goes to show that this creative approach to marketing a city to visitors in such a refreshingly different way is definitely a great idea.

our visitor survey feedback “great beer, great coffee, great workshops, loved the live bands and overall amazing vibes.” “i didn‘t know hamburg is a city of music festivals!” “feels like home!” 96% thought the event was good or very good. 96% of visitors would recommend it to others. 92% of visitors said that the event made them want to visit hamburg. 88% of visitors surveyed were younger than 40, meaning that the event reached the main target group. “hamburg has shown how it is, open and tolerant and alternative with beautiful landscapes and good music and festivals.” music/festival, virtual reality and food & beverages were the most popular programme items. music, the atmosphere and the wealth of informa- tion about hamburg were the things that people liked best. 87% of visitors discovered new sides of hamburg: music/festival: 63.5% street art: 42.7% elbphilharmonie hamburg: 37.5% 1 4 1 4 h a m b u r g o n t o u r h a m b u r g o n t o u r “i can‘t improve perfection!”

hamburg on tour in the media communication and media  m. otremba on hamburg on tour more than 130,000,000m potential total reach a creative highlight: floor prints + guerilla poster campaign in shoreditch a strategic highlight: international postering in london listen to the “feel the rhythm of hamburg” playlist on spotify 1 6 1 6 h a m b u r g o n t o u r h a m b u r g o n t o u r media tours • key media backstage tour (pre-event) • deputy mayor tour at the boiler house • blogger reception (>45 bloggers) • two instawalks (25 participants each) potential media coverage in detail • print 4.4m• online 78.8m • radio 3.7m • social media 13.5m • event calendars 30m • others 1.7m (including tv and international poster campaign)

thank you to the partners of hamburg on tour! main partners airline partners festival partners programme partners if you are interested in receiving further information or would like to know about future live communication events abroad, please contact: cover illustration ©catrin roher and many more ... hamburg convention bureau björn meyburg bjoern.meyburg@hamburg-convention.com +49 40 / 300 51 - 412 wexstraße 7, 20355 hamburg www.hamburgontour.com #hamburgontour 1 8 h a m b u r g o n t o u r photos ©hamburg convention bureau/thomas panzau elbphilharmonie hamburg: ©www.mediaserver. hamburg.de thies raetzke elbe beach: ©www.mediaserver.hamburg.de sven schwarze ©tina edwards hundreds: ©andreas hornoff stefanie hempel: ©martina drignat illustrations www.shutterstock.com