Radisson Hotels Worldwide, culminating a major refinement of brand positioning and a record-breaking period of global growth, today unveiled a striking, contemporary new brand identity and new company name, reflecting the company`s 21st century strategy for leadership in the world`s travel industry.
At a series of news conferences in New York, Los Angeles, Toronto, London, Sydney and New Delhi, company officials unveiled the new look of Radisson: a contemporary, stylized signature of the Radisson name, reflective of an artist`s script and underlined with a bold, distinctive green brushstroke.
Effective today, the company also announced a name change from Radisson Hotels Worldwide to Radisson Hotels & Resorts Worldwide, indicating a new emphasis on growth in the world`s burgeoning leisure travel industry.
“The new look of Radisson is a symbol of a major transformation which has been underway for several years throughout the Radisson organization,” said Jay Witzel, president and COO, Radisson Hotels Worldwide, at a news conference at The Tavern on the Green in New York. “Today, as we celebrate the opening of our 400th hotel, operations in 53 countries and a record year of global growth in which we added 55 new locations, we are `signing` this creation as the new symbol of Radisson `Genuine Hospitality` around the world,” Witzel said.
Coinciding with the announcement of the new identity, the “Jumbotron” projection screen in Times Square flashed the news of the new Radisson logo in the center of Manhattan. “Just as America welcomed the new century in Times Square a few weeks ago, today we are there celebrating the new signature of Radisson for the new millennium,” Witzel added.
The new Radisson logo will soon begin appearing on signs on the exterior of Radisson hotels and resorts this week. In addition to building signage, the new Radisson name will appear in all hotel marketing, stationery, supplies and operational materials. The new look will also be supported with an ambitious broadcast and print advertising campaign.
In explaining Radisson`s strategic transformation, Witzel presented the following key elements behind the organization`s bold new look: