MKG 2019

BEST

COMMUNICATION

CAMPAIGN

Content for application presentation

C AM PAI GN N AM E & D EF I N I T I O N

C ON C EP T I O N

C OM M U N I C A T I O N & I M PL EM EN T A T I O N

M EASU R E S C H R ON O L OGI C AL L Y

EVALUATION

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C O N T E N T - M K G 2 0 1 9

Deutsche Hospitality expands its market position as a global hotel company and positions itself as an

opinion leader in the industry with the new CEO Thomas Willms.

The company's declared goal is to double its properties to 250 hotels by 2024.

We have given ourselves a mission statement that combines tradition with vision

and caring for people with passion and perfection.

Our approach, to be the best hosts, is the basis of this journey. With our mission statement, we

have jointly committed ourselves to expanding the brands of Deutsche Hospitality into a global presence.

German precision, global vision

The following sublines belong to this statement:

Future through origin. Growth through trust. Quality through experience.

VISION

0 1 C A M PA I G N N A M E & D E F I N I T I O N

0 2 C O N C E P T I O N

The worldwide renowned German brand "Steigenberger"

with high brand value serves as a guarantor for

quality and innovative hospitality. It is the flagship

of the global company.

With more than 10.500 great employees all over the

world, fresh & funky brands like Jaz in the City and

innovative concepts like Zleep Hotels the Deutsche

Hospitality has much more to tell

Communicating the conversion from a

traditional German hotel group with a high but

old fashioned reputation to an international player.

FUTURE THROUGH ORIGIN

The objectives of the communication campaign are:

Building empathy and profiling of the brands,

positioning as a global player in the international hospitality

industry. Upcoming takeovers underline the

financial strength and expansion of the company.

Produce feature stories and media

content, in line with socially relevant topics and

current developments in the global economy and

the hotel industry.

The media campaign was developed in-house

with a three-person team and implemented

over a period of 18 months.

Cross-media approach: Placement of interviews

with CEO Thomas Willms in the most

important daily newspapers,

business magazines and the trade press -

analogue and digital.

For the first time in the history of

the company reaching international awareness

through issues management in Public Relation.

GROWTH THROUGH TRUST

All results are exclusively

editorial content, no financing

through advertisements or

advertorials

0 2 C O N C E P T I O N

0 2 C O N C E P T I O N

Thomas Willms, who had become CEO

of Steigenberger Hotels AG in January 2018

is the ambassador of the transition of

the Deutsche Hospitality. With his German

Hanseatic background, the long lasting

experience in world class hotels he lives the

values of the company.

QUALITY THROUGH EXPERIENCE

We as hoteliers are world-class

hosts everywhere.

And we owe it to our employees

that our values are transported across

all brands

Thomas Willms

COMMUNICATION & IMPLEMENTATION

In personal interviews: Organization of press

conferences and media roundtables on a regular

basis

Interviews in national dailies and economic

magazines in GAS

Occupying speaking opportunities for CEO

on all relevant panels within the industry

Interviews and company portraits in all leading

B2B media titles: print, online, social

....through media & networking:

0 3 C O M M U N I C AT I O N & I M P L E M E N TAT I O N

Becoming ...

.. a leading company in the global hotel

industry

attractive partner for

franchises and management

contracts

trustworthy employer with

international career

opportunities

the opinion leader within

the industry

...a newsroom for international

media requirements

Selection of opinion leading panels and conferences

in which CEO Thomas Willms participated:

IHIF International Hotel Investment Forum Berlin,

CEO Panel Changing with the times

ITB Berlin

Nordic Hotel Conference Copenhagen, Panel

Battle of the Giants

SEAHIS Conference Bangkok, Panel From local market

leader to the global stage

7. Salongespräch (hosted by AHGZ) in Hamburg,

Reception and Lobby. Gateway to

CEO Talk Hotelkongress Hotellerie@Frankfurt Rhein-

Arabian Travel Market

NETWORKING IN THE SPOTLIGHT

0 3 C O M M U N I C AT I O N & I M P L E M E N TAT I O N

T I M E L I N E

influential national daily Frankfurter Allgemeine

Zeitung which is an opinion leading newspaper.

Accompanied by huge interviews

in the national real estate press

travel and hotel media.

0 4 M E A S U R E S C H R O N O L O G I C A L LY

December

2018

Entering the European media landscape by acquisition

of the Danish hotel brand Zleep Hotels.

Company portraits and interviews in all relevant

Scandinavian media print and digital. Public Relations

laid the foundation to be awarded in Denmark for the best

acquisition in Scandinavia.

Followed by international attention on Deutsche Hospitality

in trade media for hotels, travel and real estate.

Expansion to

the international press

January

2019