Gut Ising x Campus M | Promotion of young talent on the Bavarian coast

Bringing hotel tradition together with fresh ideas and young talent: This is the approach taken by the collaboration between the wellness and & pleasure hotel Gut Ising on Lake Chiemsee and the Campus M University in Munich. The cooperation, which took place for the second year in a row in 2024, is based on Wilde & Partner’s strong network. The collaboration enabled the renowned Munich-based communications agency to position its client Gut Ising not only as an exclusive destination on Lake Chiemsee, but also as an attractive employer of the future for a young, ambitious target group. At the same time, the hotel was able to benefit from the students’ innovative approaches, which look beyond the boundaries of established strategies.

As part of the Brand Management module, 4th semester students on the Business Management course specializing in Fashion & Lifestyle developed a comprehensive communication concept for Gut Ising. Under the supervision of lecturer Anne Berwanger and in close cooperation with the hotel’s marketing management and with support from the agency, the students worked in small groups on realistic practical projects.

The start of the project with an on-site briefing at Gut Ising gave the students an authentic insight into the hotel business. The final presentations in Munich provided the hotel with diverse and sometimes surprising ideas. The spectrum of ideas ranged from creative event concepts such as goat yoga and “Sip & Paint” evenings to increased positioning as a pleasure destination and strategic approaches such as the renovation of the spa area or the development of event-related packages.

This cooperation was a complete success in many respects. Gut Ising received food for thought on how to strengthen its brand perception and attract new target groups. In turn, the students gained valuable practical experience and deep insights into the hotel industry.