Radisson Hotels & Resorts has started a $5.5 million ad campaign to connect to travelers’ individual preferences.
“Stay Your Own Way” is the tagline of the campaign, which will support Radisson properties in the United States, Canada and the Caribbean, and will run through at least December 2004. The program enables both business and leisure guests to customize the amenities and experiences they encounter during their stays at Radisson properties.
Print advertising will appear in USA Today and The Wall Street Journal, followed by placements in Time, Fortune, Forbes and Business Week. National network television spots are planned as well.
The campaign also will highlight the Radisson Gold Rewards customer relationship program and a new “Stay Free Faster” fall promotion running until Jan. 15, 2004. Guests will have the opportunity to earn additional Gold Points for multiple stays.
On Sept. 10, the chain sent out 233,000 postcards to existing Radisson Gold Rewards members and Gold Rewards Elite members promoting the program. Additional tailored follow-up messages will be released based on each participant’s activity level. For instance, members who have not enrolled in the new program will be encouraged to do so.
Minneapolis-based Bolin Marketing, Advertising and Business Development, which recently was selected as Radisson’s agency of record, created the campaign.
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