Baedeker Travel Guide SCHOTT
To mark its 125th anniversary, Schott published a travel guide that leads to 125 destinations all over the world at which specialized glasses from the technology group are in use. Schott considers itself to be the first company to ever display its expertise, internationality and history in this way.
Schott AG is celebrating its 125th anniversary in 2009. To commemorate this occasion, the objective was to communicate how the company had grown from being a glass laboratory to become a globally active technology group with a broad product portfolio (Ceran® cooktop panels, solar components and mirror substrates for telescopes, e.g.). In concert with other anniversary PR activities, the goal was to develop a unique anniversary publication that expresses the entire spectrum of Schott, its innovations and the areas of application for its special-purpose glass products in a way that everyone would understand. The main target audiences include (potential) customers, (potential) employees, the media, as well as the interested public.
The form of a travel guide was selected because this genre enjoys high credibility and is particularly well-suited for presenting Schott as a global player. The book takes readers to 125 destinations all over the world at which specialized glass products from the technology group are used (telescopes in Chile, a restaurant on top of the Eiffel Tower, a zoo in Melbourne, e.g.). Background information on the specialized glasses used is linked together with travel information for tourists. The Baedeker Brand was selected because it is a synonym for credible travel information. This project was made possible by collaboration with the MairDumont Group, the parent company of the publishing house, Karl Baedeker Verlag. As a result, the travel guide looks exactly like the Baedeker Travel Guides. 10,000 German and English-speaking employees each received their own copy in January 2009. Trade media and daily newspapers have reported extremely positively on the book.
