Radisson Blu extends campaign to Asia-Pacific

The campaign 'Turning the world blu' was created by UK-based creative agency Teviot and is the group's first global campaign. It will feature localised architectrual landmarks from key markets in which Radisson Blu hotels and resorts are located, as well as hotel photography and select visuals of the hotel interiors. Its aim is to promote the brand's 'hallmarks' which include guest satisfaction, late checkout and free internet. 

The Radisson Blu brand was launched in 2009 when Carlson Rezidor renamed the Radisson SAS hotels. Since 2011, the group has invested a total of US$7 million in building the brand globally. 

Of the chain's 346 properties worldwide, 20 per cent (69) are located in Asia-Pacific. This campaign represents the group's investment of US$3 million in the region between 2011-2012 and is part of the group's three-year brand investment strategy in Aisa-Pacific to encourage travellers to 'Discover Radisson Blu'.  

"We have established strong growth momentum in Asia Pacific, expanding the portfolio from one Radisson Blu hotel and resort in 2010, to 29 at the end of 2011," said Simon C Barlow, president, Carlson Rezidor Hotel Group, Asia Pacific, adding that by 2015 the group will have close to 70 hotels in the region. "Continuing our investment in the Radisson Blu brand for the second year is a strategic move to raise the profile of the brand as we continue to grow the number of Radisson Blu hotels and resorts in gateway cities and key destinations."

The campaign is aimed at business and leisure travellers across 15 countries and will be led by advertising on BBC.com, CNN Go, Tribal Fusion and Time.com. It will also run in select pan-regional business titles including The Economist, TIME and Fortune China. 

The integrated brand campaign will include experiential consumer touch points in key Asian cities to amplify brand festivities between August and December 2012. The brand’s free internet promise will be promoted via 3D interactive street art in key locations to drive the message of free internet virally.

The brand also plans to distibute thousands of Radisson Blu branded sunglasses to promote the 'Blu' perspective, and the hotels will also host 'Blu Day' for the second year running in October.