Radisson SAS Hotels & Resorts chain, which operates eight properties in the Middle East region, has launched its largest Middle East advertising campaign in a bid to further improve brand awareness in the region. Targeting the frequent traveler, the new campaign will be launched in the region in May.
"The chain's diverse offering, which includes a five star Red Sea Riviera resort and first class business properties in the Gulf, was in need of a high visibility campaign communicating the brand's host, fresh and easy values," said Mike Pilkington, regional director for sales and marketing.
Through the use of popular pets in unconventional situations and creative photography, the new advertising campaign aims at positioning Radisson SAS Hotels & Resorts as the region's leading innovative hotel chain. "Advertising is fairly mediocre in the hotel industry. It's very difficult to tell one brand from the next," said Pilkington, who’s hoping the new campaign will differentiate the Radisson SAS brand.
Key publications in the Gulf Cooperation Council (GCC) and Egypt will be targeted, as well as major regional in flight magazines. Radisson SAS Hotels & Resorts will also embark on a series of tactical advertisements to coincide with its campaign.
"Maintaining a good profile is important, yet image alone is not enough to bring in revenue. Our super saver campaign, advertising special rates available in our Middle East and international properties will run in parallel to the image-lifting campaign," said Pilkington.
Radisson SAS Hotels & Resorts operates Middle East hotels in Amman, Aqaba, Bahrain, Baku, Istanbul, Kuwait, Muscat and Sharm Al-Sheikh in Egypt. Three more Egyptian properties in Taba, Hurghada and Al-Quesir are due on line soon.
Radisson SAS Hotels & Resorts, currently includes 107 hotels in operation and 40 hotels under development in 37 countries and is the sole franchiser in Europe, the Middle East and North Africa for Radisson Hotels & Resorts.
Radisson Hotels & Resorts and its parent company Carlson Hospitality Worldwide includes 758 hotel and resort locations representing 130,860 guest rooms in 63 countries plus six luxury cruise ships sailing worldwide. — (menareport.com)
© 2002 Mena Report (www.menareport.com)
