aletto Hotels

Strategic conception and execution of a partial virtual pre-opening event

The Occasion

The Berlin hotel group aletto Hotels opened its new lifestyle hotel in the heart of the capital in spring 2020, celebrating its successful brand relaunch at the same time. Founded in 2002, the hotel group quickly made a name for itself with its youth hotels and expanded throughout Germany. With the new hotel, aletto Hotels now presents itself in a completely new look and with an innovative hybrid concept. At Potsdamer Platz, the new aletto Hotel offers a timeless, elegant premium economy hotel for young and old. In order to publicize the new hotel and the new brand orientation, we designed a pre-opening event. The challenge: In times of COVID-19 a classical opening was not possible.


From idea to implementation in just a few days – because extraordinary times call for extraordinary actions. Together with aletto Hotels, we developed a completely new kind of pre-opening event: press representatives were able to get a first impression of the hotel not only on site, but also virtually. While a small group of local and trade journalists – in compliance with all hygienic requirements – could convince themselves of the new hotel during a design tour, a press conference followed, to which further journalists were virtually connected. With the necessary distance, a jointly developed presentation of aletto Hotels followed: from the beginnings, to collected experiences, to the new concept.


The event was a complete success: Both the media representatives on site and in front of the screens were enthusiastic about the house and the concept. Publications in the local, trade and lifestyle media followed. By a following press dispatch not only further publication resulted, so already announced themselves also further medium representatives, who want to regard themselves the hotel from the next proximity.