Fresh, cheeky, different and in the heart of Berlin, Hotel Berlin, Berlin is right at the pulse of the capital. A hotel cannot offer more Berlin than this. It impresses with its top location in the City West. The lounge with its own late-night shop (Späti) invites guests of the Berlin hotel to linger and chill, before staff take visitors from the edge of the bed to the hot spots with insider tips. At Hotel Berlin, Berlin, you discover the capital that Berliners love.
Client
Hotel Berlin, Berlin
Location
Lützowplatz 17, 10785 Berlin, Germany
Industry
Entertainment & events
Target audience
B2C
Services
- Content strategy
- Digital strategy
- Photography
- Graphic design
- Branding & positioning
- Social media
- Copywriting
Geographic scope
Local
Period
Oct 2020 – ongoing
Overview
Challenge
With the newly created Instagram account, the aim was to build a comprehensive communications mix and thus appeal specifically to different target groups, such as business travellers, but also families and young adults. We started by creating an innovative content strategy for Instagram and Facebook to convey the look and feel of the Berlin hotel and the capital to the target groups.
Solution
First, together with the client, we defined creative guidelines such as tone of voice, imagery, colour scheme and design, as well as important timing and technical requirements. We then created an editorial plan for our own posts as well as influencer relations, and organised regular shoots for content creation. Afterwards, images were edited appropriately and graphics and ‘quotes’ were created in line with the branding design. With the help of various tools, the community was managed, and by creating creative Instagram Stories the engagement rate was significantly increased and the hotel established as a lifestyle brand. Customer reviews were prepared to a high standard as a digital guest book and saved in the story highlights, and various hotel room impressions were documented as a virtual tour, so that potential guests could gain insights into the hotel via Instagram.
Impact
- Perfectly coordinated and creative Instagram feed
- Engaging and entertaining posts about the hotel and the capital
- Organic growth in follower numbers
- Increased user engagement through posts, stories and community management of comments
- Building a Hotel Berlin, Berlin community
- Creating a virtual hotel tour and a guest book through story highlights