Travel Daily chats to Lucinda Semark, Carlson Rezidor’s Executive Vice President of Revenue Generation, about the Radisson Blu brand’s ‘Turning the World Blu’ campaign...
Q) 2012 marks the second year of the ‘Turning the World Blu’ campaign. How successful has it been?
It’s been really exciting; we really are ‘Turning the World Blu’ already. Since we launched the Asian campaign in Thailand earlier this year we’ve seen the core messages rolled out to hotels across the region. As the second year of a three-year campaign, 2012 is really about reinforcing the campaign’s message. Having raised awareness about the Radisson Blu brand last year we need to make sure we the message is having an impact with our customers. We’re now seeing that it is.
Q) What are the key messages you’re trying to convey?
The second phase of the campaign will focus on where the hotels are and what the brand offers. We want to demonstrate the fact that Radisson Blu is a global, first class brand – a brand that’s truly able to satisfy its customers. Within this there are several brand aspects, and most important among these is showcasing the free internet. Not many people know about it, but Radisson Blu offers free internet in all rooms, across all hotels. Everyone wants to stay connected nowadays and this is a fundamentally important part of the campaign. It forms part of our 100% guest satisfaction guarantee and our ‘Yes I Can’ service strategy, which are also our core brand values.
Q) How does the campaign fit into your overall revenue generation strategy?
‘Turning the World Blu’ is not just about marketing and advertising; it’s about identifying revenue drivers, investment by our owners and building revenue-generating capability. We have a three-tier strategy based on driving demand, driving conversion and optimising revenue. We’ve had enormous support from our owners.
Q) What else will the campaign deliver this year?
We’ll continue with a series of tactical promotions, online campaigns and social media from now until the end of the year. We’ll also hold ‘Radisson Blu Days’ at all of our hotels, with a range of activities, on-site offerings and F&B promotions. This year it’s all about making sure guests understand the concept.
Q) Will any other Carlson Rezidor brands be promoted, following the Radisson Blu campaign?
Of course, we’re looking to promote each of our brands. We have a robust promotional plan and each will have its own focus. We recently signed a major deal to roll-out the Park Inn by Radisson brand in India, and we expect to see this brand showcased in the coming years. We’ll also drive a major push on our Club Carlson loyalty scheme, including a major Asian drive and new options for corporate customers.