Romantik starts European-wide communication campaign
Romantik Hotels & Restaurants AG is launching a European-wide multilingual communication campaign. This will include TV ads on Euronews, videos on the streaming platform dailyme as well as large-scale adverts (banners) on Euronews and on the download platform WeTransfer. Over the next six weeks 10 million people in the relevant target group will be reached on the entire continent. The campaign will centre around promoting the new website of this leading European hotel cooperative: “We will provide Romantik Hotels with more guests via our own channels. This will be the thrust of our entire communication work,” says Thomas Edelkamp, Chairman of the Board of Directors at the cooperative. The website is therefore strictly geared towards simple, direct bookings on a PC, tablet or smartphone, meeting the preferences, interests and hobbies of travellers. Guests can now use a search function that is currently unique in the hotel trade, allowing them to find destinations and hotels which suit their own personal interests. “Today’s guests want to see specially tailored offers. It’s something the traditional owners of Romantik Hotels have always offered, but it’s now available on the website of our cooperative,” says Thomas Edelkamp.
When redesigning the website, another focus was on “user convenience”, i.e. the user’s absolute need for the simple usability of offers and services. The project was headed by Electronic Marketing Manager Ariane Landes, and the online experts at Romantik are particularly proud of the “mobile view” of their website, which ensures fast bookings of trips with an optimum display on any device. Moreover, any point of the website gives the user direct access to the booking process at the tap of a finger. The site provides an intuitive combination of seamless inspiration, planning and uncomplicated bookings. Edelkamp is pleased: “Users can discover Romantik, book hotels quickly and easily and get the best prices. The new website puts the cooperative on par with the major online portals, bringing good business to over 200 hotels in 10 European countries.”
At the same time, however, the cooperative is also continuing to use more established, traditional channels, and a contemporary hotel guide has just been delivered to the various hotels – hundreds of copies.
Edelkamp is optimistic: “The Romantik Hotel Guide in the form of a book will help us expand our position, as we can now be found in the bags and glove compartments of demanding travellers.
The purpose of our digital advertising campaigns is to conquer computers and smartphones, so that even more guests will get a taste for Romantik."