2024 Hospitality Experience

Jan Egert, Vice President Marketing and Digital at 2024 Hospitality Experience, was faced with a daunting task: as the official hospitality provider of the 2024 European Football Championship in Germany, he had to ensure that the licensor's renowned brand was communicated consistently and true to the brand in over 20 markets worldwide.

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The challenge

Uniform communication across markets, which requires different languages and cultural adaptations, poses a significant challenge from the outset. The process for creating advertising materials proved to be time-consuming and laborious, which meant that only a limited number of advertising materials could be created and made available. Scalability and individualization remained a hurdle - especially due to the numerous markets with different requirements and the dynamic course of the tournament, which required speed and flexibility.

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The solution: Mate

Jan Egert and his team came across Mate by chance and were immediately impressed by the flexibility and possibilities of the software.

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“Anyone who has ever worked graphically in any way knows that when I change my format, everything changes. The headline breaks differently or I have to design it differently, the CTA may no longer fit in the same place, the image size has to be recalculated - these are all prerequisites that Mate provided. That was an experience and a feeling of happiness every time.”

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Mate was a “six in the lottery” for the team. The software significantly shortened the approval processes and offered the different countries the opportunity to customize content - all while adhering to the strict brand guidelines. This expanded the creative possibilities, saved resources and strengthened brand communication.

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The results:

• Time savings through shortened approval processes: Approval processes with licensors and partners were greatly shortened.
• Flexibility and scalability: a construction kit of advertising media allowed partners to choose between animated or static content.
• Significant cost savings: Without Mate, additional graphics resources would have been necessary, which, in addition to a lack of availability, would have meant additional costs.
• Consistent communication in 20 markets: Regardless of the national language or regional adaptations, all communication measures remained true to the brand.

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By using Mate, 2024 Hospitality Experience was able to efficiently market the VIP areas of the European Football Championship and ensure consistent, brand-loyal communication across all markets - completing a successful project deal for one of the most important sporting events in the world.