[{"data":1,"prerenderedAt":54},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"customer-estrel-berlin":20},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"date":23,"modified":24,"title":25,"readingTime":26,"slug":27,"seoTitle":28,"seoDescription":29,"content":30,"industry":31,"featuredImage":32,"video":38,"info":41},"customer",67807,"2020-01-27T12:39:00","2026-04-09T19:53:30","How ESTREL Berlin utilizes Canto for PR and marketing",9,"estrel-berlin","Customer Interview: How ESTREL Berlin utilizes Canto DAM","ESTREL Berlin is Germany's largest hotel. We spoke with Miranda Meier about her job as a press spokesperson and how she is using Canto.","\u003Cp class=\"wp-block-paragraph\">No two companies are alike. That’s why we present our customers’ case studies and talk to them about how they use Canto. The ESTREL Berlin is Germany’s largest hotel with conference and event facilities. We spoke with Miranda Meier about her job as a press spokesperson.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What is your job at ESTREL Berlin?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I’m a press spokesperson and work in the PR and marketing team here at ESTREL Berlin. The ESTREL is Europe’s largest hotel, convention and entertainment complex. The ESTREL is also Germany’s largest hotel with 1,125 rooms. We hold up to 1,800 international conferences and conventions here, along with media events. And that also describes our main target group: event planners and business travelers. So, we’re more of a classic conference center with a hotel rather than a hotel with event facilities. We also have our own show production, “Stars in Concert.” And it’s these three areas – hotel, events and entertainment – that make up the ESTREL Berlin brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In the PR and marketing department, we’re responsible for communication and marketing of all three pillars and we handle the press work, advertisements and design as well as our Internet presence. We’re a team of three employees and one student worker, so relatively manageable compared to a total of 550 employees.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">When did you first come into contact with the topic of digital asset management?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">We have an incredible amount of visual material that’s been accumulating for the last 25 years, ever since the ESTREL Berlin has been around. We also photograph a lot of events and even artists who perform in our shows, so a large number of photos has accumulated accordingly on various storage media. These images are stored partially on network servers in our Intranet, but on external storage media as well. The photos from the early phase of the ESTREL really only existed in analog paper form. Of course, it’s not an easy task when, for example, a colleague calls up and says: “Do you guys happen to have a picture of that event from 10 years ago – the one picture with the green carpet?” Then you have to start looking where that photo might be. That has always been extremely time-consuming, of course. To some extent, we here in the PR and marketing department spent all of our time looking for visual material for colleagues, then cropping the material and sending it via download links.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Therefore, that practice eventually reached a point where we said: We’ve got to be able to manage this more centrally and digitally. That’s how we discovered Canto.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full alignnone wp-image-24617\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"985\" height=\"658\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195409\u002Fmeier_miranda-medium.jpg\" alt=\"an image of Miranda Meier, Press Spokesperson at the ESTREL Hotel Berlin, Germany’s largest hotel over a blurred background\" class=\"wp-image-24617\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195409\u002Fmeier_miranda-medium.jpg 985w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195409\u002Fmeier_miranda-medium-450x301.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195409\u002Fmeier_miranda-medium-768x513.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Miranda Meier, Press Spokesperson at the ESTREL Hotel Berlin, Germany’s largest hotel.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">So, who started the initiative at your company?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The impetus for this came from the management, which made the topic of digitalization by 2020 a top priority. Accordingly, in my team, we gave some thought to what processes we could digitize well and effectively. We were already relatively far ahead in PR and marketing and also wanted to take on a leading role in handling digital media data.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So, a little over a year ago, we started searching. I started asking around other PR professionals who work at various major hotel companies what systems they use and how their media assets are organized. And, time and time again, Canto kept coming up as their answer. So, of course, we looked into the system and relatively soon thereafter started talking with your experts.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How did the migration of your new DAM project with Canto go?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First off, we uploaded the existing image archive to the system. With around 8,000 to 9,000 photos, that was of course a sizable task since we looked at every single photo again to ensure that it had the right keywords. We did that as a team. Everyone spent two or three hours a day uploading photos. In total, the starting phase took about three and a half months, from system preparation to launch.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">After we had populated the system, we started to add the first departments as consumers. First was the sales department with 14 people. Our colleagues from the sales team are frequently on-the-go and they often encountered the problem that they really wanted to show a specific photo on some topic to a client during a meeting, but they had no way of locating the picture they wanted quickly enough. So, it really comes in handy that Canto is so easy to use anywhere. It means that our colleagues can quickly find the photo or video they need via their cell phone, tablet or laptop, whatever they happen to be working on, and show it to the customer.\u003C\u002Fp>\u003Ccto-testimonial company=\"ESTREL Berlin\" author=\"Miranda Meier\" position=\"Press Spokesperson\" img=\"https:\u002F\u002Fwpen.canto.com\u002Fapp\u002Fuploads\u002F2019\u002F04\u002Fmeier_miranda-small-150x150.jpg\">We’re really glad to have this tool. For my team and me, working with Canto simply saves an enormous amount of time – and our colleagues from the other departments are really glad they can search for and find photos even when we’re not in the office.\u003C\u002Fcto-testimonial>\u003Ch3 class=\"wp-block-heading\">How did you convey the added value of your system to your colleagues?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">We held individual workshops for around five to seven people at a time during which we presented the new media library in a 45-minute session. That was enough to showcase the most important features and arouse their interest.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Gradually, we went on to add other departments. We now have 60 consumers, and we continue to add even more departments. We’re gradually shutting down our old system. Soon all employees will have access to our images via Canto. That way, we can also guarantee that really only the latest and best visual material released by us is used and there are no old photos of rooms being renovated sent off to customers.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full alignnone wp-image-24619\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1001\" height=\"556\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Fcanto-screenshot_estrel.jpg\" alt=\"The ESTREL Hotel Berlin digital asset library organizing different images of interesting architecture \" class=\"wp-image-24619\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Fcanto-screenshot_estrel.jpg 1001w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Fcanto-screenshot_estrel-450x250.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Fcanto-screenshot_estrel-768x427.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">The ESTREL Hotel Berlin uses Canto to organize important media files (Screenshot).\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">So, how did you come up with your metadata concept?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">At the start of the project, we all sat down together and thought about how we wanted to tag the photos. What do we need? How do we work with keywords? Do we make them all in the singular or the plural? How exactly do we go into detail? Right from the start, we made sure to establish standards. Since we’re a small team, we were able to come to an agreement quickly. From time to time while we were uploading photos, other questions would come up, of course, which we were able to clarify on demand during the process. We all sit in one office together which means we can discuss these things quickly and straightforwardly.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">So, what type of media files are we talking about here? Are they primarily or even exclusively photos?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">No, we also have video files, i.e. our image films about the hotel or our shows, but also edited footage that we provide to television stations for reports. And of course, we also have audio files, individual songs from our shows. In addition, in the next phase, we’re considering organizing all our brochures and PDFs in Canto.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full alignnone wp-image-24621\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1001\" height=\"654\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Festrel_hotel_artium-small.jpg\" alt=\"An image of the ESTREL Hotel in Berlin lots of interesting architecture with large chandelier an lots of chairs, tables and windows. \" class=\"wp-image-24621\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Festrel_hotel_artium-small.jpg 1001w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Festrel_hotel_artium-small-450x294.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195408\u002Festrel_hotel_artium-small-768x502.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">The ESTREL Hotel in Berlin offers 1,125 rooms and suites in a pleasant atmosphere.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">What does a typical workflow look like for you? Where do the files come from?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">First and foremost, we create our visual material ourselves. To do this, we have outside photographers whom we provide with an upload link. This way, we can upload the photos or videos directly to the system. It makes our job MUCH easier, as we no longer have to download the files via WeTransfer links or Dropbox (which isn’t allowed here at the company anyway) and we always had to find a workaround. Now, we simply receive the material right in our media library, which is a major help. And our colleagues who are logged in as consumers see it right away: Hey, there’s some new visual material. That means, I don’t have to separately communicate to them that there are new uploads in folder XY. Colleagues will see the new material on their homepage right when they log in.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">That means your users see right away what’s relevant to them?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Right, precisely. We also get a lot of inquiries from the press. Therefore, we also differentiate between internal and external consumers. Press representatives can log in via our portals where they will see the material released to them and they can also download it right away. That means, whenever we add new material, from the start we naturally look at whom we’re assigning it to and who may access it.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter size-full alignnone wp-image-24623\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1001\" height=\"501\" src=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195407\u002Festrel-conference-smaller.jpg\" alt=\"The connected conference and convention center for conferences and events. Large auditorium with auditorium style seating and stage with large screen\u002Fletters: MVE and blue lighting\" class=\"wp-image-24623\" srcset=\"\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195407\u002Festrel-conference-smaller.jpg 1001w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195407\u002Festrel-conference-smaller-450x225.jpg 450w, \u002Fcdn\u002Fen\u002F2019\u002F04\u002F19195407\u002Festrel-conference-smaller-768x384.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">The connected conference and convention center boasts 75 rooms for conferences and events.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">That’s a team task for us. We’re a small team. My marketing colleagues and I mainly handle the photo shootings and make sure that the employees in-house can access the visual material via Canto. We’re really glad to have this tool. For my team and me, working with Canto simply saves us an enormous amount of time – and our colleagues from the other departments are really glad they can search for and find photos even when we’re not in the office.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">So, what’s your favorite feature?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I love the search function and the option to crop pictures in the system. This way, I don’t have to first download the file, open up my graphic editor program and change the size. It’s really convenient to skip all of these steps.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How much time per day do you spend in Canto?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Canto is actually always open in a browser window since we’re always accessing our visual material. I think, I use Canto actively for about half an hour per day and it’s about the same for my colleague.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When we’ve just had a photo shooting and receive about 400 pictures, I will, of course, use Canto for a bit longer – but half an hour is a realistic average. I also manage our social media channels and like to use Canto from home too. That way, I can quickly find the picture I want to post with my article.\u003C\u002Fp>","travel",{"url":33,"url_md":34,"alt":35,"height":36,"width":37},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F10164954\u002FESTREL-Berlin.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F10164954\u002FESTREL-Berlin-450x246.jpg","ESTREL Berlin header image in orange of the largest German hotel.",655,1200,{"vId":39,"padding":40},"","56.25",{"headquarters":42,"website":43,"logo":44,"industryObj":45,"productsUsed":48,"company":53,"shortTitle":25},"Berlin","https:\u002F\u002Fwww.estrel.com\u002F","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F08\u002F19194222\u002Fcustomer-logo-estrel.png",{"title":46,"filterUrl":47},"Travel & Hospitality","\u002Fcustomers\u002Findustry\u002Ftravel\u002F",[49],{"title":50,"url":51,"key":52},"Canto DAM","\u002Fproduct\u002Fcanto-dam\u002F","canto-dam","ESTREL Berlin",1789102899565]