Hotel Atlantic - A new start for an icon, or how a luxury brand is made fit for global competition
How can the individual heritage of this Hamburg icon be strengthened and linked to the portfolio of the world's largest hotel group, Marriott International? Originally built for first-class passengers of the Hamburg-America Line, the Hotel Atlantic embodies cosmopolitan flair—as an iconic social venue and a stage for international politics.
Healthy lifestyle and joyful luxury
The Hotel Atlantic is pioneering the combination of a healthy lifestyle and joyful luxury hospitality. WAALD is developing a brand strategy that will reposition the Hotel Atlantic internationally while strengthening the hotel's unique heritage. With its new strategic narrative, “Setting out into the world,” the Hotel Atlantic sees itself as a place for everyone—those who think beyond their horizons and actively shape the world of tomorrow.
A brand strategy for all touchpoints
The Hotel Atlantic is a place of cosmopolitanism and curiosity – here, you become part of an international and progressive community. This gives rise to the promise to guests of “openness in thought and action.” WAALD translates the new brand strategy into strategic themes (brand pillars) that radiate into all areas of the hotel – from the logo and visual identity, to concepts for the MICE sector, food & beverage, and interior design, to individual contact with guests.
Our services
- Strategic narrative
- Target group development
- Competitive narrative (competitive landscape)
- Stakeholder workshops (owners, architects, GM, F&B, sales & marketing, HR)
- Signature experiences along the guest journey
- Brand strategy
- Brand architecture
- Brand image (brand relaunch)
- Marketing assets
- Photo and video content
- Brand book
