ORCA Affairs was commissioned by Germany Trade & Invest (GTAI), which is owned by the German Federal Ministry of Economics, to design and implement an international media campaign for the “Digital Hub Initiative” in 2021. This included media planning and control as well as evaluation of the campaign.
The central goal of the campaign and of the initiative itself is to position Germany as a contact point for investments and digital innovations. Foreign investors and startups are to use the initiative to exchange information and network with the digital hubs.
The campaign was rolled out in a total of nine countries, including France, the United Kingdom and Israel. Channel-specific advertising materials were created in several languages. The campaign generated a total of around 64,800,000 impressions and 260,000 clicks across all platforms, successfully increasing traffic to the initiative’s website.