Magazine article ADWEEK

Radisson Empowers Guests in Upcoming Ads: Hotel Chain, Bolin Look to Put Travel Pressures to Bed

Magazine article ADWEEK

Radisson Empowers Guests in Upcoming Ads: Hotel Chain, Bolin Look to Put Travel Pressures to Bed

Article excerpt

CHICAGO Bolin Marketing will promote new rapid check-in and custom-comfort bed features at Radisson Hotels & Resorts in TV and print ads set to launch this fall, client executives said last week.

The upgrades are the result of an 18-month brand-assessment study for the hotel chain, which is part of Minneapolis-based Carlson Cos. Radisson has embarked on a five-year plan to give guests more control of their hotel experience; in this case, visitors can check in without hassle and adjust the firmness of their mattresses.

The Minneapolis independent shop won Radisson's $5-10 million account late last summer following a review and, in September, launched a campaign tagged, "Stay your own way." That line will remain in upcoming advertising, the client said. (Radisson's 2003 measured media spend was $8 million, according to TNS Media Intelligence/CMR.)

Radisson's Express Yourself process starts Sept. 1. Guests can check in online before their arrival. The system developed by Carlson's technology teams sends a pre-arrival e-mail to guests who have reserved a room through any of Radisson's booking venues; it invites them to log on to www.radisson.com and note personal preferences for room type or location. Front-desk staff will have packets for ready to hand over to guests.

The Express Yourself option will be tagged at the end of 30-second brand spots from Bolin that will break simultaneously with the program and run on CNN and the Airport Network. …

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