The Event

Thousands of German “Schlager” music enthusiasts gathered in Palma de Mallorca for two unforgettable concert evenings. More than just a musical event, attendees had the option to book a comprehensive package holiday that included concert tickets, flights, hotels, and transfers.
Alternatively, they could opt for standalone concert tickets for one or both days.

The Schlagersterne event welcomed guests from Germany, Austria, the Netherlands and other countries. The stunning location of Coliseo Balear in Palma with its historic charm, set the stage for an unforgettable evening for the thrilled crowd.

Creative Input

The concept of Schlagersterne was born in collaboration with our esteemed client, Travelpartner, renowned for organising unique Schlager & other events across Austria. Inspired by the success of these events, the vision emerged to bring a similar experience to Mallorca, culminating in a spectacular two-day festival. After careful consideration, the historic Coliseo Balear in Palma de Mallorca was selected as the venue for this grand occasion. Once a site for bullfights, this iconic arena boasts the allure of traditional Spanish sandstone, exuding its own charm and providing the ideal setting for a memorable open-air summer concert.

Artists

A total of 14 artists participated in the two-day event including Nik P, Beatrice Egli, Howard Carpendale, Julia Lindholm, Giovanni Zarrella, Christin Strak, Ben Zucker, Francine Jordi, Matthias Reim, Melissa Naschenweng, Ross Anthony, Semino Rossi, Mike Leon Grosch, Voxxclub. The 2 concert nights were hosted by Andrea Kiewel, a well-known German TV presenter.

Sponsors

This event wouldn’t have been possible without the invaluable support of sponsors. They were presented with a wide range of sponsorship opportunities, including stadium banners, fences, drink cups, beach flags, and bags. Their generous contributions have been crucial in making this event a reality.

Marketing & Communications

The promotional campaigns were strategically implemented across multiple channels to maximize reach and engagement. Our advertisements aired consistently on various German radio channels, ensuring daily exposure to our target audience. Our target audience consisted of individuals aged 35 and above, with the majority falling within the 45 to 60 year-old range.
Additionally, our partnership with a PR company facilitated the organization of enticing raffles featured in prominent magazines. These raffles offered customers the chance to win an array of prizes, ranging from fan packages to comprehensive ticket packages inclusive of accommodations, flights, and transfers. Furthermore, we collaborated with Spot on News Germany to extend our campaign’s visibility.
In the world of social media, we established dedicated profiles for Schlagersterne on both Facebook and Instagram. Through these platforms, we curated a dynamic mix of feed posts, reels, and strategically placed paid advertisements to engage with our audience effectively. On social media the data showed that we reached more women that men, both genders between 30 to 70 years of age.

Legal

When orchestrating an event of this magnitude, it needs attention to legal considerations and regulatory compliance. This encompasses securing appropriate insurances, securing permissions from local authorities, and adhering to all relevant regulatory obligations.

Tickets Sales

Tickets for the event were accessible through various channels. Customers visiting the MTS website had the option to be redirected to booking websites of partnered tour operators offering concert tickets alongside holiday packages inclusive of flights, accommodations, and transfers. Alternatively, tickets could be purchased directly from Eventim, which offered both single-day and two-day passes. Eurowings Holidays acted as the event’s Premium Partner, receiving prominent placement on the website. Additionally, various other tour operators, such as Berge & Meer, EDEKA Reisen, LEITNER Reisen Netto, REWE Reisen, and several others, also provided this special package holiday offer through their websites and sales outlets.

Hotels

As a leading hotel trading and destination management company, MTS Globe forged partnerships with numerous hotels within its extensive portfolio for the Schlagersterne project. This strategic collaboration empowered us to curate the Schlagersterne experience into a seamless, all-inclusive package. Encompassing flights, accommodations, transfers, and concert tickets, this comprehensive offering guarantees the highest level of convenience and satisfaction for our valued travelers.

Press

The excitement began with a press event in September 2022, attended by some of the artists alongside CEOs from MTS and Travelpartner. This event marked the public unveiling of the project, accompanied by the launch of the official website, which swiftly garnered attention and increased interest in the event. Following the press event, numerous articles featuring the project were published both in print newspapers and online platforms, further amplifying its visibility and reach.

Transfer Organisation

MTS Globe, in partnerhip with our supplier Transunion, efficiently managed all transportation logistics. We meticulously coordinated multiple groups to ensure seamless transfers for our customers, optimising routes to efficiently pick them up from their hotels, transport them to the concert venue, and safely return them afterward.

Staff

In addition to the dedicated teams from MTS and Travelpartner, supplementary staff was enlisted to enhance customer service throughout the Schlagersterne experience. Hostesses played a crucial role, stationed at the MTS airport stand to assist customers with locating their transfer buses and distributing welcome bags. Complementing this support, MTS’s in-house airport staff and representatives ensured a seamless arrival and departure process for all guests. Moreover, security personnel and first aid staff were contracted to provide continuous coverage during both the setup and duration of the event, prioritizing the safety and well-being of attendees. A professional third-party service provider was responsible for both setting up and dismantling the event infrastructure. Throughout the planning and execution of Schlagersterne, numerous suppliers contributed their expertise in various areas such as printing, design, and catering, further enriching the overall event experience.

Catering

Es Born was entrusted with catering responsibilities, encompassing distinct areas to accommodate various stakeholders: a catering area for employees, another for artists, one for general customers, and a separate section dedicated to VIP customers. In total, there were four bars, along with hot dog stands and additional food trucks, ensuring various options for refreshments and food. The VIP area, situated on the upper floor of the arena, was designed to provide an exclusive experience, separated from the general public. Depending on the type of VIP ticket category, customers enjoyed personalised service, with options ranging from in-lodge food and drink delivery to access to dedicated bar services.

Results

The Schlagersterne event was an electrifying celebration, drawing an astonishing turnout of nearly 4,000 attendees each day. Spectators were treated to sensational performances by 14 incredible artists, delivering a whopping 540 minutes of non-stop live music spectacle. The event´s flawless orchestration, metculously handled by the organising team, flawlessly orchestrated every aspect of this monumental event, ensuring its seamless execution from start to finish. The resounding praise flooding social media in the aftermath of the event is a resounding testament to its resounding success. We owe immense gratitude to our invaluable partners, sponsors, and media collaborators whose unwavering support played a pivotal role in making Schlagersterne an unforgettable experience. A special shoutout goes to our partner Travelpartner, along with our esteemed sponsors Eurowings Holidays, Sixt, meinfoto, and HM Hotels. Without your incredible support, this extraordinary event wouldn’t have been possible! Thank you for helping us make dreams come true and creating memories that will last a lifetime.