„Sauer macht nicht immer lustig“: Public-Relations-Kampagne zur Entsäuerung der Bestände der Universitätsbibliothek Heidelberg.

The article reports on a public relations campaign, started in August 2010, to advertise the book preservation and mass deacidification program at the library of the University of Heidelberg, Germany, which has been funded by the state of Baden-Württemberg since 2005. It describes strategic planning, target audience analysis, marketing concept development, and execution of the campaign, with special emphasis on its Internet-based components.