Dorint Hotels & Resorts

„Geh‘n Sie mit Dorint auf Tour“: Strong restart campaign on national TV.

The hotel chain Dorint GmbH operates over 60 properties under the Dorint Hotels & Resorts brand across Germany and Switzerland. Their portfolio includes both resorts and business hotels in various metropolitan and natural settings. Each property is uniquely characterized by its architecture, cuisine, and local features. Dorint Hotels & Resorts has been an expert in hospitality for over 60 years.

In July 2021, to mark the return of tourism after the lockdown, Dorint launched a TV campaign featuring Ingolf Lück, who takes viewers on a “tour” through the hotel portfolio. The campaign was strategically aired on both a public and a news channel to reach a broad and affluent audience.

An overview of our collaboration

To maximize impact, we placed the 28-second TV spot in both the evening and morning programs, depending on the channel.
The campaign ran for a total of six weeks, with the goal of reactivating the target audience and encouraging vacation bookings.

TV

In the 28-second TV spot, Ingolf Lück takes viewers “on tour.” The spot’s theme music is inspired by the classic “Geh’n Sie mit der Konjunktur” by the Hazy Osterwald Sextet. The campaign, promoting the current “Wünsch dir was” packages, ran for six weeks on ZDF and n-tv.

More about TV ADVERTISING

Strategy & Concept

The focus of the TV campaign was on reactivating the target audience just in time for the resumption of tourism after the lockdown. The goal was to encourage travelers to book their vacations. Read more

Media planning

The focus of the TV campaign was on reactivating the traveling audience. Given the broad nature of this target audience, we recommended a national TV campaign. The second reason for choosing TV was that the target audience was spending a lot of time at home during the campaign period. To reach not only the general population but also high-income households, we also placed the spot on a news channel. Read more

Media buying

We negotiated the best possible placements with the two channels, purchased the airtime, and continuously monitored the actual broadcasts. If necessary, we coordinated adjustments with the providers to ensure optimal scheduling. Read more

Implementation

We handled the transfer of advertising materials and managed all communication and coordination with the channels on behalf of the client. Read more

We value competent, professional, and fair business practices. crossvertise not only meets our expectations but also provides independent media consulting to ensure the right placement of our projects. We are completely satisfied!

Dirk Iserlohe, AufsichtsratsvorsitzenderDHI Dorint Hospitality & Innovation

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Dorint Hotels & Resorts

Type of media that has been selected

TV

Services provided

Strategy & Concept

Media planning

Media buying

Implementation