The German American Chamber of Commerce had plans for Das Haus, as a 12-city, 12-month tour of North America. The prize-winning exhibition of clean technology aimed to create awareness for German firms and their offerings.
The Chamber needed a digital marketing program to attract attendees, both online and in person at each city. The campaign was intended to be handled at the local level, economically and in real time by the respective regional chapters of the Chamber.
Torque realized that there were two crucial priorities: developing a design and message that resonated with each of the many potential audiences interested in sustainable building, and developing a highly flexible, integrated digital, PR and traditional marketing system that was repeatable by the different Chamber groups for each 10-day city exhibition.
Concise messaging and clean design reflected the forward thinking of the engineering companies featured in the exhibit. After working out the complexities of the travelling program, the show has become a big success, realizing attendee goals for both the private and public tours.
Campaign components include: Das Haus Tour website with microsite pages for each city, online PR efforts and blog seeding, geo-targeted Facebook and LinkedIn campaigns, digital advertising templates and a host of digital marketing tools for each local market.
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