In April 2008, the first Berlin Press Days was born. The brainchild of Berlin public relations woman Clare Langhammer, the basic idea was to get Berlin’s scattered press agencies — which double as showrooms — to jointly open their doors to journalists on two days, allowing them to shop the collections and discover new labels in 48 hours rather than over weeks and weeks. By the second season, journalists were being flown in from all over Germany, and by charging both the Davids and Goliaths of the Berlin agency scene the same small fee, even those with minimal budgets could get into the act.
Berlin Press Days has turned into Germany’s most popular journalistic outing, so much so that Munich and Hamburg agencies also wanted to participate. The organizers, who now include fellow Berlin pr agents Kerstin Geffert and Monika Dagree, argued this would put Berlin’s smaller players in jeopardy. However, looking at London Press Days as an example, they have now decided to launch German Press Days in Munich and Hamburg this October as well.
But first up Berlin. The next Press Days in the German capital is set for April 14 and 15.