Growing up: From the Pentahotel to c/o56
Business hotel industry in Chemnitz: c/o56
360° digital marketing for the large city hotel c/o56 in Chemnitz
The challenge
The c/o56 in Chemnitz is not a new hotel. It has been on the market for decades. In the beginning, it offered its guests the very best as a 5-star hotel. There was nothing like it in Chemnitz back then.
The 226-room hotel then presented itself as a component of the Penta lifestyle brand. And once again became something that did not exist in Chemnitz: colorful, young, relaxed, cool and sexy as part of a creative and attractive brand.
There came a point when the team realized that storytelling is often just self-talk. That coolness has nothing to do with paying attention to the guests. That it's not about slogans, but about conversations.
The new owner DI Hotel Chemnitz Nr. 30 GmbH, a unit of the Adlon Group, therefore decided to separate the hotel from the Pentagroup. The aim is to return the hotel to its true identity, independence and individuality.
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Room
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combinable conference rooms
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Employees
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Car e-charging points in the building
From value to vision
Brand values
The path to the new brand led through the definition of values and views. In interviews with the general manager and his team, the brand developer appointed by XPORT worked out the hotel's self-image and external image. The definition of target groups and personas, mission and vision led to the strategy of the entire marketing and the new brand "Hotel c/o56 Chemnitz".
c/o56: The new name is taken from business communication and means "care of" in written form. For the hotel, it is derived from the emotion of hospitality and the second home for guests. In practical terms, it means "the hotel is my address in Chemnitz": short, concise and modern.
The adaptation of the c and o of the new word mark offered us suitable brackets for a campaign strategy to promote the Chemnitz hotel. For example, by adapting both letters:"casual" / office" or "cocktail / orange juice".
Logo and corporate design
We translated the brand identity into a logo and corporate design, colors and shapes, elements and typography within 8 weeks. Together with the owner, the result was presented to the entire team.
Website
The c/o56 hotel website was created based on this. The earthy color tone, which actually stands for "grounded", runs through all areas of the website as a warm, accentuating basic mood.
International WebAward: Outstanding Website
In September 2022, the hotel website received the International WebAward "Outstanding Website" in the "Hotel and Accommodation" category.
The website was presented to an expert jury for evaluation. The judges visit the website and slip into the role of a person from the target group. They then evaluate seven criteria, including design, content, technology and "ease of use". A maximum of 70 points is achievable. The Hotel c/o56 Chemnitz scored 61 points.
The jury's reasoning: "The beautiful photos invite you to visit the region. The booking function is easily accessible. Everything loads very quickly. Great work!" It continues: "When I open the website, I notice the style and spirit of the hotel. The images, their use and the website itself look very good."
Business guests book mobile
The majority of guests are in the business segment. Of course, there are also more leisure guests. Especially because the hotel is located in the Ore Mountains. From spring to fall, guests can enjoy a hiking paradise, and in winter a varied ski area.
The business location of Chemnitz, characterized by mechanical engineering, the automotive industry, many institutes and the Technical University, attracts business travelers in particular. This is why the hotel website was developed with a focus on responsive and mobile screen design.
After all, quick information and short paths to booking are criteria that business guests prefer. We use A/B tests to constantly check the user path and optimize the site for conversion goals.
The result after the launch
40 % Increase in organic website traffic since the launch of the site.
I want it too!400 % Increase in website visits that call up the booking engine
I want it too!360 % Increase in bookings via the website within one year of launch.
I want it too!
Online marketing for the hotel c/o56 Chemnitz
We support the Hotel c/o56 Chemnitz team in these areas.
- Website development
- Technical and content-related website maintenance
- Trend scouting hotel industry & digital marketing
- B2B digital marketing
- Newsletter
- Membership program
- Conversion optimizations
- Search engine optimization
- Advertising Google, Bing, Social Media, Spotify, Podcast
- In-house print products
- PR consulting (incl. external PR agency)
- 2-weekly jour fixe
Image sources and authors: Christian Perl