Rebstockpark

The Initial Situation

The project company Rebstock mbH faced the challenge of changing a comprehensive urban redevelopment to a full fledged residential and commercial urban district. At he point of time in 2003, the Rebstock-area in the western part of Frankfurt was not built on. There was little general perception of this area in the Frankfurt public and especially it was not perceived as a place to live.

The Task

Marketing support and development of the new district:

• short term: positive image building
• long-term: maintaining positive image

Communication with different communities:

• B2A: regular information to the authority with information materials, including annual reports
• B2B: investors, architects, real estate trade press
• B2C: Rebstockpark residents, potential buyers, Rhein-Main-area residents, regional media

The implementation

• Preparation of Rebstockpark images / Benchmarking
• Communication of the specific location advantages via PR and Events
• Continuous and open dialogue with the real estate trade press and regional media
• Communication of the individual development steps such as planting of the avenues, creation and opening of the country parks, building process of individual investors, from the groundbreaking until the roofing ceremony
• Press conferences and press tours
• Annual Reports
• PR Videos
• Development of websites www.rebstockpark-ffm.de and www.der-rebstoecker.de

The Result

A continuous and positive media coverage was achieved for the development of the new urban district. The Rebstockpark is perceived as a new, and green area and is appreciated and known as an attractive place to live beyond the limits of the Rhine-Main region.

“Thanks to the extensive communications work by ROESSLER PR, the Rebstockpark was perceived positively by the public in the early development phase already. On the one hand, this created a sound basis for discussions with investors and on the other hand, this caused that the Rebstockpark with all its advantages became firmly established among those seeking for housing opportunities. Today the Rebstockpark is a popular and recognized new district in Frankfurt am Main. ”
Michael and Michael Knisatschek Matzerath, Manager Rebstock Project mbH

Michael Knisatschek (left) and Michael Matzerath (right) during the press walk with the head of the planning department Edwin Schwarz in Maiy2009. Foto: Rebstock Projektgesellschaft mbH

During the press walk through the Rebstockpark: Head of the planning department Edwin Schwarz (center) with Michael Matzerath (left) and Michael Knisatschek (right, the CEOs of the Rebstock Projektgesellschaft“ Foto: Rebstock Projektgesellschaft mbH

The first big summer festival in the Rebstockpark took place in August 2008. Foto: Rebstock Projektgesellschaft mbH

At the “wish tree”, designed by the artist Volker Steinbacher, there was enough room for all the Rebstock-citizens to post their wishes about their district. Foto: Rebstock Projektgesellschaft mbH

At the opening of the children day-care in the Rebstockpark (fromthe left to the right): Michael Knisatschek, CEO Rebstock Projektgesellschaft, Mayor Jutta Ebeling, Karlheinz Bührmann, City Council, and Michael Matzerath, CEO Rebstock Projektgesellschaft. Foto: Rebstock Projektgesellschaft mbH.

Ceremonial opening of the country park in the Rebstockpark with prominent guests: painter Ferry Ahrlé, Michael Knisatschek (Rebstock Projektgesellschaft mbH), district council Jutta Ebeling, actor Walter Renneisen and Christian Lange (Rebstock Projektgesellschaft mbH). Foto: Rebstock Projektgesellschaft mbH.

Annual reports of the Rebstock Projektgesellschaft mbH. Foto: Rebstock Projektgesellschaft mbH

Links

Link to the Website of the Rebstockpark

Link to a selection of quotes from the press, from investors, architects and politicians

Link to the video-interview with Michael Knisatschek and Michael Matzerath, CEOs of the Rebstock Projektgesellschaft mbH, as well as Dr. Michael Denkel and Gerhard Brand from Albert Speer and Partner GmbH