Carlson Launches Radisson Blu Advertising Campaign in Asia Pacific

Carlson has invested in an international campaign to promote the Radisson Blu hotels and resorts brand across the Asia Pacific region.

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 new standards of contemporary accommodation and hospitality experience for senior business executives. The brand’s first-class positioning is supported by innovations including a series of new service concepts that enhances the stay experience. We will continue to invest in Radisson Blu so that it becomes the preferred choice for travelers and deliver greater value for hotel owners,” said Simon C. Barlow, president, Carlson Hotels, Asia Pacific.

To drive greater awareness of Radisson Blu in the Asia Pacific region, Carlson is investing over US$2 million in a brand campaign. The Discover Blu brand campaign launched on Thursday 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 the 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.

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