Handmade in Germany

Bringing Germany’s Manufactories into Public Awareness

Task

German manufactories face growing challenges: global competition, skilled-labor shortages, technological change and regulatory demands.
Founded in 2010 by the Managing Director of ORCA Affairs, the “Handmade in Germany” initiative assumed the role of key contact for the public and policymakers.
In 2023 it merged with the Association of German Manufactories.

Strategy

Together, the manufactories represent their shared interests with one voice – effectively advocating before society, business and politics.
Communication focuses on: the exceptional quality of their products, the importance of the manufactories to Germany’s economy, their positive international image and their roots in SME entrepreneurship.
Highlights included “Days of Manufactories” events, competitions under prominent political patronage, international press tours (supported by the Federal Foreign Office) and a photographic art book.

Result

The importance of manufactories has gained broad public recognition through national and international media coverage – even The New York Times reported.
Visitor numbers at the Days of Manufactories events continue to grow steadily.