Bavarian State Chancellery / Ketchum Pleon GmbH


The annual G7 gathering of world leaders has become one of the most newsworthy events of each year. With the Bavarian town of Elmau hosting the 2015 G7 Summit, the opportunity was to promote Bavaria’s hospitality as a travel destination. The aim was to create a compelling Bavarian image that international media converging on the town could share. The solution was built around a powerful image of Bavaria’s most iconic symbol – the fairy tale castle of Neuschwanstein. High tech projections illuminated the building’s façade with the flags of the G7 nations to create a ‘Welcome dahoam’ sign. Each evening in the run up to the summit, a member state was welcomed with a giant projection of their flag onto. The final image – a collation of all seven flags – went viral, globally within minutes. Media coverage in 40+ countries was generated with the Neuschwansdtein image alone achieving 75,000+ Facebook shares. Visitors to the neighbouring towns of Garmisch-Partenkirchen and Füssen in the two months following the summit rose 20% year on year.

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