GMPVC, a Germany-based media corporate-backed venture firm, has backed Germany-based rental service 9flats as its second media for equity deal.
GMPVC said the across-media campaign wouldbe launched with City Light Posters from WallDecaux Premium Outdoor Sales in several German cities.
The launch would be accompanied by television advertising running for several months.
GMPVC joined the 9flats investment round led by T-Venture and backed by venture firms Redpoint Ventures and eVenture Capital Partners. The strategy for the campaign was developed by BBDO Proximity as lead agency.
Daniel Wall, chief executive of Wall, said of WallDecaux’s most recent media-for-equity investment in partnership with GMPVC: “9flats is one of the most exciting internet start-ups in Europe. The 9flats tourism marketplace is all about experiencing urban city travel in a new, authentic way. There is no better way to describe this unique experience than by using the city itself as an advertising medium. We are convinced that the visual impact of WallDecaux City Light Posters in German cities and the combination with other media will transport this message to millions of potential travelers and hosts.”
Niko Waesche, managing partner of GMPVC,added: “9flats is one of the most exciting internet companies in Europe, founded by an experienced, serial entrepreneur and backed by well-known, high-caliber investors. We have been following the private home accommodations business model for a while and are convinced of the great potential of this exciting and fresh travel category. This second GMPVC investment shows that our model of combining different media types in a venture pool is perfect for high growth consumer startups.”