Dresden Spring at the Palace is the largest show of its kind in Germany. Since 2006, the exhibition has built upon the traditional glorious displays of flowers, plants and fruit trees at the Palace in the Great Garden. During the 19th and 20th centuries, these displays forged Dresden’s reputation as the European centre of horticultural art. This is the first year that the show is being organised under the patronage of Michael Kretschmer, Minister President of Saxony.

For four years in a row now, THIEL Public Relations has been in charge of all media relations and accompanying marketing initiatives for this project. The scope of the project is vast, including the planning and management of PR campaigns, the development of basic press material, managing the online newsroom, the creation and distribution of press releases, the organisation and running of press events, and setting the wheels of cooperative partnerships in motion. The assignment also included a diverse range of marketing services.