Cosmic Communication: creative PR & targeted marketing for planetariums

Presentation theme: PR for planetariums

How can planetariums reach potential visitors with their special offerings despite immense competition and a centennial after their first showing? The Stiftung Planetarium Berlin (Planetarium Berlin Foundation) has managed to establish itself and its facilities in the German capital not only as an important extracurricular place of learning, but also as a relevant event venue. The foundation has a large media presence, cross-media advertising online and offline and achieved another record year with over 500,000 visitors in 2023. With 351,000 visitors, the Zeiss-Großplanetarium is also the most visited planetarium in the German-speaking world and was able to increase the number of guests by almost 100,000 within one year. 

In this presentation, Jana Locher and Ghazal Weber from the Marketing & Communications department of the Stiftung Planetarium Berlin show how, despite limited budgetary resources, a few adjustments and clear goals can achieve a wide reach and tap into new target groups. Strategic press work and positioning of the institutions and colleagues are important components here. In the area of online marketing, micro-campaigns can also be used to address and activate very specific target groups with good reach and low wastage. Targeted approaches also mean that money does not necessarily have to be spent on influencer marketing with a wide reach. We show you how.

 Image © Arena Berlin