Assignment was to research and write, nine, approximately 300-word intros to the nine cities for the “Our Cities” section of the TRYP HOTELS’ website within a day and a half. The target market was travel-savvy, American, 25- 35 year olds. TRYP was positioning themselves as city experts, i.e. “Own the City” campaign, and the intros needed to talk about the hotel’s city-central location, shopping, dining, cultural sights and nightlife.

Actual Copy:

This is my Berlin. This is my TRYP.

Since the fall of the Berlin Wall, no other European city has seen more change than the capital of Germany. TRYP’s city specialists are ready to hook you up with the best dining, museums, galleries, shopping, and nightlife– and show off their reunited– and very cool city.

Walk or shop along the wide bohemian streets of Kreuzberg or Prelauer Berg, browse the art galleries in Mitte, or if you’re in search of more traditional culture, check out Museum Island, (you could literally spend days here!) walk through Brandenburg gate, take in the Reichstag’s cupola, then spiral up to enjoy great views of central Berlin and the lush Tiergarten. Follow the cobblestone markers that trace the Wall’s path from where it bordered the Reichstag all the way to Checkpoint Charlie. For stories about the wall, don’t miss the Checkpoint Charlie Museum, which displays the most creative contraptions to cross the wall ever invented. A tribute to the toughness and ingenious spirit of the Berliners.

If you’re into avante-garde fashion, culture, art or media, Berlin is definitely THE place to go these days. And it’s the only European city without official closing hours, so you can get your drink on until the wee hours of the morning without fear of a last call. Young artists from around the world are constantly coming up with installations, performance events, and original, impromptu venues for parties and bars. For late-night clubbing, head over to the Watergate, where on any given night you’ll see one of the world’s premier DJs spinning. Watergate Club specializes in house and break-beat, and the actual club space, with its floor to ceiling windows, ain’t too shabby either.