Room for more: How we turned a one-night stand into a six-month success story with Generator

The backstory: Why we’re checking in again

In 2024, Laika and Generator shared a “first date” that went so well, we decided to make it official. We supported Generator in making a splash with their Generator Berlin Alexanderplatz opening—a project so successful it turned a hotel opening into a Germany’s Next Topmodel runway. You can check out that initial spark here: How Laika lured VIPs and the media to Generator’s Alexanderplatz opening.

Fast forward to 2026, and Generator realised that one-off projects were great, but ongoing magic is better. They returned to us for a long-term partnership because they knew we don’t just book rooms; we build long-term reputations.

The campaign: Always-on, never just pitching

Since February 2026, we’ve been working to ensure there’s “no vacancy” for boring PR. Also true: we faced an uphill battle for attention in a noisy, crowded market, and with a sensible budget, we couldn’t just throw money at the problem. Instead, we prioritised what matters most: relationships.

We treated media relations like a long-term repetitive stay, not a drive-by booking. Regular face to face meetings, networking during ITB, personal outreach and understanding journalist needs meant that when we reached out, Generator was more than just another brand in their inbox.

Rather than focusing solely on campaigns, we looked at the wider reasons people travel – from concerts and festivals to sporting events and emerging travel trends.

This allowed Generator to become part of conversations around gig-tripping, mara-cations and AI-inspired travel planning, demonstrating how hospitality connects with the experiences that bring people to a destination.

The highlights: Suite success

Berlin sleep pods: We highlighted these as the ultimate budget-friendly urban hack in Europe’s most popular cities.
The travel treatment: We organised press trips to Paris (Fete de la Musique) and Venice, allowing journalists to experience Generator firsthand.
Culture & events: Media joined us for Eurovision watch parties and Red Bull movie nights. Plus, we successfully placed Generator as a go-to public spot to watch the World Cup in Hamburg and Berlin.
Leadership: we supported the announcement of a new CEO, introducing fresh leadership storytelling.

The results: Checking the stats

In just six months, with no paid media, we secured:

• 30 clippings
• ~29,459,333 total circulation

Highlight coverage: Marie Claire, Visit Berlin, BZ, Berliner Morgenpost, Sleek, Hamburger Abendblatt, and Lea.

What’s next?

We learned that consistent relationship building creates long-term impact.. Travel journalists are stretched thin, often planning months in advance—so the best is yet to come, with features booked half a year out. We also realised that when journalists experience the “Generator vibe” through staycations or parties, the concept clicks instantly.

We’re currently cooking up fun local collabs with household names and keeping our eyes peeled for interesting events around Europe—whether it’s Christmas markets or marathons—to give journalists a reason to pack their bags and check in.

Thank you Generator for trusting us to help tell your story and strengthen your presence in the German media landscape. We’re excited to continue building this partnership for the long term.