Marketing campaign “Green Benches”

Specification of the measure

During the Football World Cup 2006, a red carpet was laid out from Dortmund Central Station to the Westfalenstadion. It not only served as a signpost to the football temple but also led visitors side past Dortmund’s shopping facilities and thus supported the local retail trade. The campaign was well received, so partners wanted to roll out a comparable carpet in the green of the Kirchentag while its implementation. During the research on carpets, no environmentally friendly product could be found. The alternative and the climate adaptation measure „Green Benches” was developed in talks with the partners. Retailers  and further enterprises could acquire a bench from the Kirchentag to place it in front of their shop. Finally 230 green benches provided seating in the city centre for the Kirchentag participants during the event.

Environmental aspect

When purchasing, attention was paid to the use of certified wood. The benches were reused, donated, sold or given away for private use after the Kirchentag.

Climate change adaptation aspect

The measure not only served as a marketing campaign, but also created seats in the city centre, which are rather scarce in Dortmund’s cityscape.  People could rest here during the Kirchentag.

Cost/benefit/effort

This measure was based above all on good and sensitive communication. Two meetings with the partners were scheduled for the creation of the idea. The Kirchentag’s environmental team met several times before that – also to evaluate the very complex research into environmentally friendly carpets.