Observed Signal · Oct 19, 2026 · Campaign Launch · Source: Meedia · Impact: 2/5 · Sentiment: Neutral
Motel One launches first brand campaign without linear TV
Motel One, the German budget hotel chain, has launched its first integrated brand campaign, titled "One great place to leave. And come back." The media plan, crafted by agency Mediaplus, has a clear digital focus, deliberately excluding linear TV. Video advertising will be delivered via streaming TV+ and online video, supplemented by YouTube and social media, with a further focus on out-of-home advertising. The campaign, running across Europe with a focus on Germany, was created by Hamburg-based new agency Circus Ramezani, supported by strategy partner Serotonin. The creative concept reinterprets hotel communication by highlighting the experiences guests have in the city, leveraging Motel One's central locations. The campaign extends into owned channels, including digital screens in hotels, to reach guests at various touchpoints. Motel One had appointed Mediaplus, a Serviceplan Group subsidiary, as its media agency in mid-2025 after a pitch.
This is a notable example of an advertiser (Motel One) shifting its media mix away from linear TV towards digital channels, including streaming TV and online video, which aligns with the industry trend towards connected TV and digital-first strategies. The appointment of Mediaplus and Circus Ramezani also adds relevance to the agency ecosystem. However, it is not a major industry-shifting event.
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Key Takeaways & Evidence Grounding
- Motel One launched its first integrated brand campaign on October 19, 2026, with the claim 'One great place to leave. And come back.'
- The campaign's media plan, created by Mediaplus, deliberately excludes linear TV and focuses on digital channels including streaming TV+, online video, YouTube, and social media.
- The creative mandate was awarded to Hamburg-based new agency Circus Ramezani, with strategy support from Serotonin.
- The campaign runs across Europe with a focus on Germany, and includes out-of-home advertising and in-hotel digital screens.
- Motel One had appointed Mediaplus, a subsidiary of Serviceplan Group, as its media agency in mid-2025 after a pitch.
Connected Companies & Entities
2 Entities mapped“Mediaplus is the media agency behind the campaign, having won the client after a pitch in 2025.”
“Mediaplus is a subsidiary of Serviceplan Group.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Motel One CMO targets humans and AI agents in brand strategy
Susan Schramm, CMO of Motel One since October 2023, discusses the hotel group's brand strategy in a video interview with Achtung! CEO Mirko Kaminski. Motel One surpassed €1 billion in annual revenue in 2025, operating 111 hotels in 14 countries. Schramm aims to strengthen emotional brand connection, drawing parallels to system gastronomy, ensuring guests feel welcome despite standardized processes. Notably, she addresses the future of booking logic, emphasizing that AI agents will compare and book hotels, requiring brands to present themselves legibly and consistently. Despite AI's role, she insists human guests ultimately decide based on brand fit and comfort, not just price. She also discusses booking platforms as 'frenemies' and marketing beyond TV spots.
bett1.de launches brand-led campaign with new creative partner
bett1.de has launched a brand relaunch that shifts focus from individual products to the overall brand. The new international campaign is created by Aimaq Creative Studios, while media planning and buying remain managed in-house by bett1.de. The campaign began in Germany on 2026-07-31 and will run on numerous linear TV channels as well as on streaming services, YouTube and social media. bett1.de says it spends an estimated several dozen million euros on media advertising in Germany.
Meßmer relaunches brand campaign with broad TV presence
Tea brand Meßmer, owned by Ostfriesische Tee Gesellschaft (OTG), has launched a new brand campaign under the theme 'Meßmer bietet Raum für alles, was du fühlst' focusing on self-care. The campaign, starting October 5, includes a new product line 'Selfcare by Meßmer' and will run across social media, CTV, OLV, (D)OOH, and linear TV, aiming for over 380 million consumer contacts. Media planning is handled by EssenceMediacom, with creative by Saint Brand and social media by elbdudler. The campaign features TikTok creator Kati K and others, targeting Gen Z and Millennials. Additional campaign flights for the Klassiker and Ländertees ranges are planned from January 2027 with expanded TV and streaming presence.
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