MARCO, the global, independent communications and marketing agency, has been selected by Meliá Hotels & Resorts to lead the social media and influencer marketing strategy for its urban portfolio in Germany, which includes Meliá Berlin, Meliá Frankfurt City and Meliá Düsseldorf.
This collaboration marks a new chapter for Meliá in Germany, focused on strengthening brand visibility, building a more connected digital community and enhancing the positioning of The Level, Meliá’s premium hospitality experience, through authentic storytelling and creator-driven content.
As part of this partnership, MARCO will develop and implement a comprehensive social media and influencer marketing strategy designed to unify the brand’s presence in Germany (@meliahtlresorts), whilst highlighting the unique personality of each destination: Berlin’s creative energy, Frankfurt’s cosmopolitan sophistication and Düsseldorf’s elegant charm.
The strategy will focus on emotional content, local cultural relevance and community engagement, combining premium creativity, social-first narratives, paid media amplification and collaborations with German creators who share Meliá’s values and its Mediterranean essence.
“Our ambition is to reconnect with the authentic soul of each city whilst strengthening Meliá’s premium positioning in Germany”, says Erika Cobos, Head of Marketing Europe at Meliá Hotels International. “We are looking for a solid strategic vision and a deep understanding of digital culture, the influencer ecosystem and storytelling, all naturally aligned with our brand philosophy: Soul Matters”.
Through this collaboration, MARCO will lead everything from social media strategy and content management to influencer marketing campaigns and collaborations with content creators. In doing so, it will simultaneously seek to grow and engage its community, including paid social amplification campaigns alongside local, cultural and seasonal campaigns. All of this will be underpinned by content production in line with Meliá’s global social media guidelines.
The approach aims to inspire both international travellers and local audiences through authentic experiences, human narratives and destination-focused storytelling, positioning Meliá as the place where leisure and business coexist naturally.
“Today’s travellers are looking for authenticity, an emotional connection and meaningful experiences,” says Kim Piquet, Chief Digital Officer & Global Markets Lead at MARCO. “Together with Meliá, we want to build an aspirational and inspiring social media presence, capable of showcasing not only the hotels, but also the soul of the cities.”
The collaboration will run throughout 2025 and 2026 through integrated campaigns, partnerships with creators and social-first activations designed to strengthen Meliá’s presence in the German market and beyond.