Shaken & Stirred - Influential Brand Profiling and Positioning

Colourful times ahead as Amaze wins work for two Carlson Rezidor hotel brands

London: March 2014: Carlson Rezidor Hotel Group, one of the world’s largest and most dynamic hotel groups @CarlsonRezidor, has appointed Amaze to handle digital marketing projects for two brands in its portfolio; Radisson Red and Radisson Blu.

The first is an interactive website to mark the launch of a totally new brand, Radisson Red, announced recently in the US. The new offering is a ‘lifestyle select’ brand that has been designed and developed to push the limits of personalisation in today’s hotel experience.

Radisson Red will focus on the younger traveller and as such will evolve and grow to keep up with changes in attitudes and technologies. With a focus on contemporary design, the brand will open its first location next year and plans to be operating 60 hotels around the globe by 2020.

The second project, awarded to Amaze after a three-way pitch, is lead content agency for Radisson Blu globally. The brand currently operates 275 hotels across Americas, Europe, Middle East, Africa, as well as Asia Pacific – with a significant number of new openings in development.

Amaze’s role is to identify more interesting ways to communicate the stylish, iconic and sophisticated elements of the brand story that make it unmistakably Radisson Blu.

Rose Anderson, Vice President Branding, Raddison Blu, commented: “What we saw in the work presented by Amaze was fresh thinking, a real talent for storytelling and a good grasp of technology. Each of these characteristics is vital to us going forward so that our brands continue to stay in the minds of the modern connected traveller.”

Sandra McDowell, MD of Amaze’s Communications Practice, added: “Radisson Blu and the new Radisson Red brand are both stylish, energetic, colourful hospitality brands with so many interesting stories to tell – these two exciting pieces of work allow us to do what we do best – bring brands to life digitally.”

The two contracts are part of Carlson Rezidor’s commitment to strategic investment to lead the industry in providing an enhanced digital guest experience – to complement the personal service offered in each of their hotels.


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