Radisson Hotels & Resorts, a Carlson Hotels Worldwide brand, has debuted a new North American marketing campaign in a move to target business travelers through messaging related to the experience of the hotel stay.
The multimillion dollar, multichannel campaign extends Radisson’s “Stay your own way” brand philosophy through online, e-mail, search, CRM efforts, print and signage in several US airports. The campaign was created by Bolin Advertising of Minneapolis.
“We really wanted to position Radisson as a quality brand in the full service category by highlighting the special features that make the experience of staying in a Radisson hotel unique,” said Barbara Raddatz, senior director of acquisition marketing at Carlson Hotels Worldwide. “The goal is to raise awareness and perceptions about the brand among business travelers.”
The ads support a CRM effort called the Business Rewards package, as well as the Goldpoints PlusSM loyalty program, which was recently upgraded to offer global benefits. To encourage customers to check in online, loyalty members receive 1,000 Gold Points with each online check in.
The campaign includes several creative executions in various media that focus on the hotel stay, particularly those that are appealing to business travelers. It targets 34-52 year olds, especially males, who are traveling for business.
One ad highlights the Express Yourself service that lets hotel guests check in online prior to their arrival. Another focuses on the bed and the down linens.
“We’ve found in focus groups that a comfortable bed is still really important to travelers,” Raddatz explained.
Print ads are running in Fortune, Wired, Men’s Health, USA Today, and airline frequent flyer magazines.