CARLSON launched yesterday across Asia-Pacific its Radisson Blu hotels and resorts brand, which is targeted mainly at the business travel segment, as well as a US$2 million initiative to raise the brand’s regional profile.
Lasting till the end of the year, the Discover Blu brand campaign will encompass advertising in regional print and online business and trade media, as well as television commercials – a first for Radisson – on CNN and BBC, in an attempt to reach out to business travellers and a secondary audience from the MICE and leisure segments.
Radisson Blu’s differentiation lies in its Business Class room offering, which features upgraded amenities and services, such as three-hour express laundry, high-speed Internet access, and complimentary ‘grab & run’ breakfast.
There are currently 222 Radisson Blu hotels in operation worldwide, with another 104 in the pipeline. In Asia-Pacific, there are 26 Radisson Blu hotels in operation and 33 in the pipeline.