Radisson Blu earmarks $2 mn for brand launch across Asia Pacific

The global chain of hotels have presence in India with one hotel each in Paschim Vihar, Delhi and Alibaug, Maharashtra

BestMediaInfo Bureau | Delhi  | November 9, 2011

Carlson, a global hospitality and travel company, announced the launch of the Radisson Blu hotels and resorts brand across Asia Pacific, as part of the brand's global roll-out. Currently, there are 222 Radisson Blu hotels in operation worldwide and 104 more in the pipeline. In Asia Pacific, there are 26 Radisson Blu hotels in operation and 33 in the pipeline.

“Radisson Blu is one of the fastest growing brands in Asia Pacific.  In line with Carlson's vision to grow the brand, the company has invested in Radisson Blu to take it to a new standard of contemporary accommodation and hospitality experience. The brand's first-class positioning is supported by innovations including a series of new service concepts that enhance the stay experience. We will continue to invest in Radisson Blu so that it becomes the preferred choice for travelers and delivers greater value for hotel owners,” Simon C. Barlow, president, Carlson Hotels, Asia Pacific.

Radisson Blu is a first-class brand that offers a unique hospitality experience customized to the needs of the modern traveler. It distinguishes itself by offering vibrant, contemporary and engaging hospitality that is characterized by its hallmarks of Yes I Can!SM service philosophy and 100% Guest Satisfaction Guarantee. A unique offering from the World of Radisson is the Business Class room, which offers upgraded amenities and services, such as 3-Hour Express Laundry, high-speed Internet and complimentary Grab & Run breakfast.  Radisson Blu flagship properties can be found in prime locations, including major cities, airport gateways, and leisure destinations around the world.

To drive greater awareness of Radisson Blu in the Asia Pacific region, Carlson is investing over USD2 million in a brand campaign. The Discover Blu brand campaign launches this month and will continue until the end of December 2011. During these four months, Discover Blu advertisements will appear across the Asia Pacific region in all main business and trade media with additional local support. Apart from print and online media, the campaign will include television in its media plan – a first for Radisson – as Carlson seeks to bring the brand to life in the marketplace. The television commercials will appear on CNN and BBC. The campaign aims to reach out to business travelers and a secondary audience of travelers from the MICE (meetings, incentives, conventions and exhibitions) and leisure segments.

“The brand launch signals a new era for Radisson Blu across Asia Pacific, which will create a significant impact in the marketplace and drive interest and revenue for Radisson Blu hotels and resorts. For the next four months, we are inviting travelers to “Discover Radisson Blu” and be treated to a World of Radisson hospitality experiences at our Radisson Blu hotels and resorts, where they will discover and enjoy the brand hallmarks of Business Class guest rooms, Yes I Can! SM service philosophy and 100% Guest Satisfaction Guarantee,” Lucinda Semark, executive vice president, Revenue Generation, Carlson Hotels, Asia Pacific.

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