Marketing concept for the Berlin Wall Memorial (Bernauer Strasse)
On November 9, 2009 Berlin celebrated the 20th anniversary of the Fall of the Berlin Wall. Therefore, public attention and interest in the topic of the division of Germany were higher than ever before. The Berlin Wall Memorial at Bernauer Strasse represents a unique historic place in the focus of the events of 1989.
In 2006 the Berlin senate decided to expand the Memorial’s activities and develop a central site of memory, commemoration, information and education with a special emphasis on the history of the Berlin Wall. In this context, it was necessary for the Wall Memorial to regard the audiences needs and expectations as the main center of reference. The Center for Audience Development therefore carried out a study to evaluate the Memorial’s positioning, targeting as well as audience orientation and audience relationships.
The results showed that the Berlin Wall Memorial at Bernauer Strasse has an enormous potential as an authentic historic site. To make use of this high potential and attract new and larger audiences, the study recommended procedures to build long-term individual relationships with audiences.