Mediaplus wins international media account for Motel One

Motel One has handed its media account to Mediaplus, following a competitive pitch, as the German budget design hotel chain steps up its international expansion.

The win covers media strategy, planning, and buying across the DACH region and the UK for both Motel One and its newer lifestyle brand, The Cloud One. Mediaplus Performance and Mediaplus International will jointly lead the account, with a focus on performance-driven campaigns and brand-building.

Expanding brand ambitions

With 101 hotels in 13 countries, Motel One is Europe’s market leader in the budget design segment. In 2022, it launched The Cloud One Hotels, targeting travelers seeking more individualized experiences. While Motel One’s marketing has historically leaned heavily on performance, the new partnership signals a broader focus on brand identity and awareness.

A central element of the strategy will be Mediaplus’ “Brandformance” model, which balances brand-building with measurable performance outcomes. The approach will be supported by platform expertise, data-driven strategy, and creative input from the Mediaplus Creative Collective.

Max Brodersen, Director of Digital Marketing, Motel One Group: “In Mediaplus, we’ve found a partner who combines strategic foresight with international executional power – and a genuine passion for our brand."

Integrated approach

Florian Berger, Managing Director at Mediaplus Performance, added: “Our Brandformance approach will help drive Motel One’s ambitious growth plans long term. By combining performance marketing with creative excellence and innovative formats, we’re well positioned to deliver future-facing media planning.”

The partnership will include immersive campaign concepts for The Cloud One hotel openings, tailored to both business and leisure travelers. Serviceplan PR & Content, already working with the group since 2024, will continue to manage communications and media relations.

www.house-of-communication.com

www.motel-one.com

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