Carlson Rezidor turns Asia ‘Blu’ with new campaign

Andre de Jong and Lucinda Semark at the Bangkok launch
Andre de Jong and Lucinda Semark at the Bangkok launch

Carlson Rezidor Hotel Group has launched its latest Radisson Blu brand campaign – ‘Turning the World Blu’ – in Asia Pacific.

The new campaign, which was unveiled yesterday (Thursday 12 July) at the Radisson Suites Bangkok Sukhumvit, marks the second phase of the company’s US$3 million Asian push for the brand, following the ‘Discover Radisson Blu’ initiative in 2011.

Speaking to Travel Daily at yesterday’s launch, Lucinda Semark, Carlson Rezidor’s Executive Vice President for Revenue Generation in Asia Pacific, said the campaign aimed to highlight the brand concept and service philosophy.

“Radisson Blu is one of the fastest-growing brands in Asia Pacific, and [since the campaign launch in 2011] I think people understand a lot more about how Radisson Blu is positioned and what experience they can expect. But you don’t build a brand in six months, so that’s why it’s important that we continue to invest in all of our brands, but particularly Radisson Blu,” Ms Semark said.

The new campaign will be rolled out across both print and online media, with different ads displaying patterns and colours unique to individual countries and regions. Commenting on the importance of the online sector, Ms Semark said; “Online is very important for research. As you know people use up to 20 sites now to research their hotels, particularly in the leisure market, so online is important at the point of purchase.”

From left: Lucinda Semark; Marco Seiler, General Manager, Radisson Blu Plaza Resort Phuket Panwa Beach; Peter Lucas, General Manager, Park Plaza Bangkok Soi 18; Veronique Sirault, General Manager, Park Plaza Sukhumvit Bangkok; Andre de Jong; Mark Blumer, General Manager, Radisson Suites Bangkok Sukhumvit
From left: Lucinda Semark; Marco Seiler, General Manager, Radisson Blu Plaza Resort Phuket Panwa Beach; Peter Lucas, General Manager, Park Plaza Bangkok Soi 18; Veronique Sirault, General Manager, Park Plaza Sukhumvit Bangkok; Andre de Jong; Mark Blumer, General Manager, Radisson Suites Bangkok Sukhumvit

One of the key brand messages that Carlson Rezidor is trying to push in the new campaign, is the fact that Radisson Blu properties offer free internet, which Ms Semark called the brand’s “best-kept secret”.

“We’ve had free internet around for years and we really haven’t talked about it enough, so we’ve started now. It doesn’t matter what reason you’re staying, you need connectivity. Free internet is one of the most important things on our guests satisfaction score, and it’s one of the biggest dissatisfiers if it’s not there.

“It’s also a very important part of negotiations with our corporate clients and it makes a difference between gaining a piece of business and not,” she added.

Ms Semark also revealed that Carlson Rezidor had done a cost analysis prior to the launch of free internet. “The benefits vastly outweigh the cost,” she revealed.

The ‘Turning the World Blu’ campaign will focus on several key Asia Pacific markets, including Australia, China, India, the Philippines, Singapore and Thailand, and will be highlighted by the second annual ‘Blu Day’ at hotels across Asia in October.

Earlier, Carlson Rezidor’s Senior Director of Operations for Asia Pacific, Andre de Jong, revealed the company’s development plans for the region. Currently in Asia Carlson has a portfolio of 31 Radisson Blu properties in Asia Pacific, but this is expected to more than double to 69 by 2015. Future openings will include the 290-room Radisson Blu Plaza Hotel Bangkok Sukhumvit, which is expected to open in Q3 2013, and the Radisson Blu Resort Hua Hin, which will come online in 2015.

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