GaPa Tourism Strategic public affairs and communications support

The discussion about the future of the Kongresshaus Garmisch-Partenkirchen is one of the most emotionally and politically controversial debates in the region – for over two decades, there have been arguments about whether to renovate, demolish or rebuild the building. At the heart of the debate were two referendums in 2019 and 2023. Against this backdrop, GaPa Tourismus GmbH commissioned the agency Wilde & Partner to provide strategic support for public communication.

The aim was to provide factual support for opinion-forming, minimize reputational risks and promote social debate on the topic across all relevant target groups. The communication strategy focused on integrated measures across all stakeholder groups – from citizens and political decision-makers to regional economic players.

Back in 2019, the agency supported the first referendum with a comprehensive information campaign. This included the complete organization, moderation and content design of a public information event including a discussion round with supporters and opponents of the project. On behalf of the municipality, the presentation by the mayor at the time was created and accompanying communication materials were developed – including a comprehensive FAQ catalog and coordinated responses to letters to the editor and press inquiries. The aim was to objectify the facts and restore trust.

This was followed in 2021 by the organization of a press conference on the strategic further development of the Kongresshaus location – as a bridge to the new decision-making process in 2023.

The second referendum in 2023 was accompanied by a comprehensive, target group-specific campaign. This was based on a detailed communication concept with measures for all relevant channels – digital (social media, website, online tool), analog (print, out-of-home, direct mail) and personal (dialog formats, events). Particular attention was paid to the low-threshold and comprehensible presentation of complex content. Among other things, the “Final-O-Mat” was developed for this purpose – an interactive online tool for orientation in the opinion-forming process, similar to the well-known “Wahl-O-Mat”. It presented the main arguments for and against the renovation or new construction of the Kongresshaus in a comprehensible form. The content of the theses was also developed by Wilde & Partner.

An eye-catching print and poster campaign was implemented to promote the tool. Humorous and provocative campaign slogans were placed on postcards in target group-relevant locations such as bars, supermarkets or clubhouses and provided with QR codes to the Final-O-Mat. The campaign was accompanied by advertisements in local daily newspapers. In addition, information events were held in retirement homes and at weekly markets in order to strengthen personal dialog across all sections of the population. A nationwide mailing provided information about the referendum and the information available.

Another focus of the work was on political communication: the agency developed a comprehensive communication briefing with argumentation aids and concrete proposals for measures for the political majority groups in the municipal council in order to ensure coordinated, consistent communication.

Thanks to the stringent, fact-based and creative communication strategy, public interest was significantly increased, the debate was conducted objectively and a high voter turnout was achieved. The case demonstrates Wilde & Partner’s in-depth expertise in strategic public affairs, participatory citizen communication and integrated crisis PR – particularly in sensitive local political contexts.