Case: visitBerlin Berlin Convention Office

Together with the Berlin Convention Office of visitBerlin, the partner hotels within the working group are promoting Berlin as a top destination for conferences, trade fairs and congresses with various marketing campaigns.

Quelle: Unsplash, @levinuss


Workshop, Brand Campaign Idea

October 2018 until April 2019

The aim of the workshop with visitBerlin’s partner hotels in the “Meetings, Fairs and Conferences” department was to develop a first creative approach to a guiding idea and storyline of a new online campaign.

After storytelling basics and inspirations from other companies in similar industries had been acquired in the workshop, we worked with the partner hotels to develop possible themes and content for the campaign and developed initial messages based on mentor archetypes, growth needs and a value map.

Following the workshop, we developed a guiding idea / storyline for Berlin Convention Office’s online marketing. With the help of storytelling, this had to encompass different topics of the hotel partners.

In the second step of the cooperation, we are now in the process of implementing the guiding principle communicatively with visitBerlin and the partner hotels. For this, we first develop a guideline for editorial / story development as well as seeding in content marketing.

The further goal is to develop suitable highlight stories with protagonists from the host area as well as guests for the main idea, which draw attention to the joint campaign and encourage further content of their own.

“Together with our partner hotels and under the guidance of Mashup Communications, we embarked on an exciting hero’s journey, and thanks to Nora and Julia’s expertise, we were able to turn a complex mission into a simple storyline that is shared by all partners.”

– Antonia Gaubatz, Project Manager Conventions, visitBerlin Berlin Convention Office