Marketing Radisson Hotels
My work marketing Radisson Hotels built a strong branding foundation for propelling growth from 30 to more than 1,000 properties.
The Challenge
In those early days, Radisson faced daunting branding and marketing challenges. The tiny chain was virtually unknown and could justify only a very small marketing budget. Yet, marketing Radisson Hotels was going to require competing head to head with business travel giants such as Hilton and Marriott.
Research
We did some extensive market research and found that business travelers were bored with the same cookie cutter guest rooms, meeting rooms, dining rooms, lounges and amenities of the large chain hotels.
In contrast, Radisson guests valued the fact that every hotel was different, both from other Radisson properties and also from the look alike large chain hotels.
Strategy
We positioned the Radisson properties as A Collection – Not A Chain. We stretched a then very small marketing budget by bartering empty guest rooms for an extensive advertising schedule in national business publications including Business Week, Time, Money and Nation’s Business. We extended our marketing messaging through themed guest room collateral including soap packaging, directories, stationary and even toothpick packaging.
We created travel packages and promotions with Northwest Orient Airlines and National Car Rental.
And, we created local advertising, promotions and bartered advertising schedules for Radisson’s exceptional restaurants.
Results
Radisson grew very quickly, both in terms of property acquisitions and market share.
Our early work on marketing Radisson Hotels, in combination with an innovative and highly leveraged barter advertising had Radisson well on its way to meteoric growth.
