IH Munich | Launch communication in the DACH market
After successfully establishing itself in London, Amsterdam and Miami, the renowned industry format for independent luxury and boutique hotels as well as design, architecture and lifestyle was to take place in German-speaking countries for the first time – with Munich as the host city. The aim was to make the format with its strong international appeal known in Germany, to build trust in the brand and to ensure lasting relevance in the industry. The challenge: to successfully position a completely new event in a highly fragmented market – with limited lead time and without an established local reference.
Wilde und Partner took on the holistic communications support for the launch – with a clear focus on strategic media and networking work as well as content positioning:
- Media partnerships & trade press work: Establishing sustainable media partnerships with leading trade publications. Creation of high-quality press materials, editorial content and individual placement concepts.
- Personal Branding & Content Creation: Accompanying the responsible project manager as the face of the format in interviews, podcasts and industry media.
- Program development & industry contacts: Support in the acquisition of top-class speakers for the stage program. Arranging contacts with relevant associations, industry experts and moderating selection processes.
- Organizational consulting & sparring: Agile project management, coordination with international stakeholders and ongoing content-strategic consulting for the optimal market launch in Germany.
Our deep roots in the German-speaking hospitality and tourism industry. Personal contacts, a finely tuned network and a precise feel for media mechanisms enabled an above-average reach and acceptance – long before the actual event date.
The Independent Hotel Show Munich immediately became one of the most highly regarded industry events of the year:
- 9 months of constant presence in leading specialist media in the DACH region – online, in print and in podcast format.
Within a very short time, we were able to develop partnerships for IH Munich with the trade magazines FIRST CLASS and HOTEL INSIDE as well as the HOTEL PODCAST and anchor the trade fair in other leading industry media, including Hotelvor9 and Tageskarte. Example publications: - 2,000 visitors and 150 exhibitors at the premiere – despite a saturated event calendar and challenging market situation.
- Relevant partnerships with central industry institutions, e.g. DEHOGA Bavaria.
- High level of involvement in the network: keynotes and panels with well-known personalities from the scene.
Particularly noteworthy: a high level of sympathy for the format developed as early as the preparation phase. The tone of the media coverage was above-average and the trust in the curated quality of the event was felt early on – a result of the intensive personal networking and the stringent communication strategy.
The successful launch of the Independent Hotel Show Munich shows how an internationally established format can be effectively transferred to a new market through a deep understanding of the industry, personal credibility and strategically coordinated communication management.
Our agency played a key role in ensuring that the event was perceived not just as a trade fair, but as a community platform for independent hoteliers, designers and thought leaders – with clear positioning, high relevance and a lasting impact beyond the date of the event. A best case for the successful transfer of international industry formats to the German-speaking market and a strong foundation for further cooperation: W&P is also involved in IH Munich 2025 as a central partner, even with an extended remit This now includes the creation of marketing and social media content in addition to traditional communication.
