30 th Anniversary B e s t B r a n d M a r k e t i n g O p e r a t i o n
NORTH SEA BALTIC SEA IntercityHotel is the GERMANY Kiel THE NETHERLANDS Stralsu nd Rostock mid-range brand of Hamburg Bremen Schwerin Deutsche Hospitality Celle Hanover Enschede Brunswick Berlin Herford Berlin Bielefeld Hildesheim Airport Gelsenkirchen Magdeburg Dortmund Duisburg Essen Göttingen Wuppertal 42 hotels in the heart of the most beautiful cities in Germany and other Düsseldorf Kassel Leipzig Bonn international destinations located within walking distance of train stations Dresden Erfurt or airports. Frankfurt Wiesbaden Frankfurt Airport Mainz Darmstadt Mannheim IntercityHotel celebrates its 30th anniversary in 2017 and to mark this Heidelberg Saarbrücken Nuremberg landmark occasion, it embarked on a wide range of activities. AUSTRIA Stuttgart Ingolstadt Esslingen Ulm Augsburg Munich Freiburg Vienna Graz IntercityHotel New Openings IntercityHotel HUNGARY CHINA OMAN QATAR · UAE Maskat Nizwa Budapest Dubai Qingdao Salalah
Anniversary event Kick-ofg at the IntercityHotel Duisburg - 2nd hotel of the brand’s latest style generation by Matteo Thun Donation for a good cause: One of the highlights of the evening was Thomas Willms (Deutsche Hospitality’s COO) handing over a €30,000 donation to ex-professional footballer Christoph Metzelder (Real Madrid, Borussia Dortmund and FC Schalke 04) for his foundation which fjghts against child poverty and supports children on their personal and professional journey through life.
30th Anniversary Cooperation agreement • Announced an exciting new partnership agreement with the Brazilian brand “Intercity Hotels” from January 2018 • Operates 34 properties in Brazil and Uruguay • Both brands are inspired by the German railway system and its intercity train • The two companies have many operational and product synergies • Focus on the mutual presentation, marketing and sales of both brands
Non-stop party Numerous events and parties at IntercityHotels throughout the year to celebrate 30 years IntercityHotel. Over 13,000 birthday muffjns are being baked and handed out throughout the year at the corporate offjce, press conferences, opening parties and guest events. Key components of the celebrations include: • Guest events in numerous hotels • Press conference • Payback campaign • Giveaways • “30 years Intercity Hotel” branded birthday muffjns • Promotional materials: roll-ups, post cards, posters, stickers, placemats, mouse pad inserts, beach fmags and cups
Engaging guests • Home page of the IntercityHotel website in a 30th anniversary design • An online special ofger of 30% ofg all bookings • 30th anniversary promoted across social media channels and print media • Online game hosted on the IntercityHotel website, with a chance to win a “30 days and 30 nights” voucher • German hotel industry and gastronomy magazine AHGZ, published a special “30th anniversary of IntercityHotel” edition in September 2017 • Deutsche Bahn to promote 30% ofg special ofger • During IntercityHotel anniversary celebrations Deutsche Bahn are also crediting “333 bahnbonus points” to all guests
Engaging the media • IntercityHotel will invite 14 travel and lifestyle bloggers to spend a weekend at the new IntercityHotel Duisburg • The event will include free food and accommodation • Plus an invitation to a birthday party event
Early signs of success The Deutsche Bahn special ofger was sent to all bahnbonus subscribers and was opened by nearly 50% of recipients. The credit scheme has also shown signs of being a success with an increase of 115% on last year. IntercityHotel has already been testing the awareness of its 30th anniversary ofgers via its social media channels: • 183 participants took part in the survey • 42% were aware of the celebration • 30% said that they had already used the 30% special ofger or were intending to
Thank You
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