The Klett-Perthes Year 2010 - Between Tradition and Modernity
The initial situation:
The Ernst Klett Publishing House is one of the largest German educational publishers. The programme includes textbooks, a wide range of teaching and learning materials, maps, atlases and software for all school types and grades. The publishing house is based in Stuttgart with branches in Leipzig, Gotha and Dortmund.
The goals:
In 2010, Ernst Klett Publishing is a true icon of cartography. With the slogan "225 Years of Maps and Atlases from Gotha", the central German tradition of Klett-Perthes was celebrated and widely communicated. During the anniversary year, students, teachers and parents were to be made aware of the amazing performance of the Haack World Atlas as well as the unique cartographic know-how of Klett-Perthes - from the establishment of the Justus Perthes publishing house in Gotha in 1785 to the Haack world atlas, which has brought Gothaer cartography into the 21st century. Along with strategic product and subject PR, pioneer pr was to support the offices in Leipzig and Gotha by assisting in both on-site PR and communication activities.
The pioneer communications approach:
pioneer communications and Ernst Klett publishers made the anniversary year "225 Years of Maps and Atlases from Gotha" into a nation-wide communication event: As part of an integrated communication strategy, the media and dialogue groups were addressed each month throughout the Klett-Perthes year, on clearly defined topics.
A donation of 225 Haack world atlases to the central German library got the ball rolling. At the Leipzig book fair, visitors were informed of the 225 year tradition and rich history of Klett-Perthes. Politicians, athletes and personalities from the new federal states were won over by testimonials from pioneer communications - many saying that atlases were not merely a school book but more of a lifelong companion.
To illustrate how much landscape changes are reflected in atlases, we invited media representatives and teachers to a Klett-balloon ride, so that they could experience the changing of the Leipzig area from the air. All anniversary events were accompanied by a camera and the videos were then included on the anniversary site www.klett.de/atlanten
The result:
The "225 Years of Maps and Atlases from Gotha" was reported right across Germany. The origins of the Haack world atlas in the Gothaer atlas editorial was of particular interest to journalists: many daily newspapers, including the central German newspaper, visited the Gotha publishing house and conducted interviews. Reports such as "The World from Gotha" and "The Whole World in a Book" highlighted the major cartographic achievement, which came from Gotha in the past 225 years.
The Ernst Klett Publishing House is one of the largest German educational publishers. The programme includes textbooks, a wide range of teaching and learning materials, maps, atlases and software for all school types and grades. The publishing house is based in Stuttgart with branches in Leipzig, Gotha and Dortmund.
The goals:
In 2010, Ernst Klett Publishing is a true icon of cartography. With the slogan "225 Years of Maps and Atlases from Gotha", the central German tradition of Klett-Perthes was celebrated and widely communicated. During the anniversary year, students, teachers and parents were to be made aware of the amazing performance of the Haack World Atlas as well as the unique cartographic know-how of Klett-Perthes - from the establishment of the Justus Perthes publishing house in Gotha in 1785 to the Haack world atlas, which has brought Gothaer cartography into the 21st century. Along with strategic product and subject PR, pioneer pr was to support the offices in Leipzig and Gotha by assisting in both on-site PR and communication activities.
The pioneer communications approach:
pioneer communications and Ernst Klett publishers made the anniversary year "225 Years of Maps and Atlases from Gotha" into a nation-wide communication event: As part of an integrated communication strategy, the media and dialogue groups were addressed each month throughout the Klett-Perthes year, on clearly defined topics.
A donation of 225 Haack world atlases to the central German library got the ball rolling. At the Leipzig book fair, visitors were informed of the 225 year tradition and rich history of Klett-Perthes. Politicians, athletes and personalities from the new federal states were won over by testimonials from pioneer communications - many saying that atlases were not merely a school book but more of a lifelong companion.
To illustrate how much landscape changes are reflected in atlases, we invited media representatives and teachers to a Klett-balloon ride, so that they could experience the changing of the Leipzig area from the air. All anniversary events were accompanied by a camera and the videos were then included on the anniversary site www.klett.de/atlanten
The result:
The "225 Years of Maps and Atlases from Gotha" was reported right across Germany. The origins of the Haack world atlas in the Gothaer atlas editorial was of particular interest to journalists: many daily newspapers, including the central German newspaper, visited the Gotha publishing house and conducted interviews. Reports such as "The World from Gotha" and "The Whole World in a Book" highlighted the major cartographic achievement, which came from Gotha in the past 225 years.