The Campaign to Bring Tourists to Post-War Berlin
June-July 2022
In 2022, PRSA is commemorating 75 years. Strategies & Tactics will highlight the contributions of the organization and milestones in the profession, as well as past, current and future generations of practitioners. Visit prsa.org/about/75th-anniversary for more history.
July is Global Affairs Month at PRSA, a time to highlight the group’s critical work in raising awareness of topics with global implications. And as we continue to commemorate PRSA’s 75th anniversary, we now look at a campaign highlighting how public relations has positively shaped international events and changed perceptions.
In the November 1952 issue of PRSA’s monthly magazine, PR Journal, member Stephen Goerl provided a case study on how his agency helped the German Tourist Association to encourage U.S. tourists to return to the country, specifically West Berlin. (At the time, East Berlin was in the Soviet-controlled sector.)
According to Goerl, the agency needed to dispel “the erroneous impression that the city was inaccessible to visitors” and help publicize new cultural events to attract the attention of the press and, in turn, travel agents.
The construction of the Free University Library, designed by a U.S.-based architect, “helped focus the American public’s attention on Berlin.”
President Truman signed a copy of his autobiography for the library’s collection. His daughter Margaret Truman arrived in the city as a tourist on the day of the groundbreaking in July 1951. Her “tacit endorsement of Berlin as a safe and worthwhile place” helped spur an increase in tourism by 98% in 1952.
Subsequent events, trade shows and festivals helped West Berlin “put its best foot forward,” appealing to special groups, creating news and giving added reasons for the tourist to come.”
