ibis Hotel

Launching ibis Regensburg: From Opening Concept to Local Brand Presence

For the opening of the ibis Hotel Regensburg, Markus Mensch and his team were brought on board from the very beginning — making this project a full 360-degree brand and marketing launch. As part of the preopening phase, we developed a comprehensive social media strategy and built strong local partnerships to connect the new hotel to the community from day one.

Preopening Strategy, Sports Partnerships & Full-Service Marketing Implementation

One of the most impactful moves was a strategic collaboration with the professional ice hockey team “Eisbären Regensburg.” The team became brand ambassadors and played a key role in launching the hotel through co-branded campaigns. This partnership also opened doors to joint promotions with the club’s sponsors, creating strong B2B visibility right at launch.

In coordination with the Accor Group’s brand guidelines, we helped shape and localize the MyRooms concept — a signature ibis initiative that allows each room to reflect a unique theme. At ibis Regensburg, the rooms were styled around local sports clubs, reinforcing the community focus and generating press and guest engagement. We supported both concept development and all corresponding marketing.

Beyond positioning, we also worked closely on pricing strategies, helped define the group reservation structure, and guided the hotel through Accor’s CI-Book rebranding process — as the ibis visual identity was being updated group-wide during the opening. This included the seamless integration of the new branding into all physical and digital touchpoints.

Our team also led the in-house marketing implementation: designing printed materials, upselling elements in guest rooms, signage systems, and lobby campaigns. To maximize revenue, we developed tailored front-desk sales tools and trained staff on guest interaction and upselling techniques.

Thanks to this holistic support – from social media to on-site activation – ibis Regensburg achieved a high-profile market entry, strong local engagement, and sustainable visibility aligned with the international ibis brand.