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Asia Pacific turns Blu with continuous investment in Radisson Blu brand

Asia Pacific turns Blu with continuous investment in Radisson Blu brand

Carlson Rezidor Hotel Group, one of the world’s largest and most dynamic hotel groups, today unveiled its latest Radisson Blu brand campaign - Turning the World Blu – in Asia Pacific, as part of the Group’s commitment to grow its first class hotel brand. Since 2011, the Group will have invested a total of USD 7 million in building the brand’s visibility globally. Radisson Blu is one of Asia’s fastest growing hotel brands, offering first class accommodation and engaging hospitality. Of the brand’s 346 properties in operation and under development globally, 20 per cent (69) are in Asia Pacific.

During the second half of 2012, the Turning The World Blu brand campaign will roll out across the globe – the United States, Europe, Middle East, Africa and in Asia Pacific.  The locally inspired creatives feature architecturally stunning landmarks, which represent the key markets in which Radisson Blu hotels and resorts are located, as well as iconic hotel photography and select visuals of the hotel interiors.  At the center of the campaign is a focus on the brand’s hallmarks including 100% Guest Satisfaction, Late Check Out and Free Internet - which is available in every Radisson Blu hotel and resort around the world and is the brand’s most highly regarded hallmark among business and leisure travelers. The campaign represents Carlson Rezidor’s investment of USD 3 million in the Radisson Blu brand in Asia Pacific alone between 2011 and 2012.

“We have established strong growth momentum in Asia Pacific, expanding the portfolio from one Radisson Blu hotel and resort in 2010, to 29 at the end of 2011. By 2015, the Group will have close to 70 Radisson Blu hotel and resorts operating in the region. Continuing our investment in the Radisson Blu brand for the second year is a strategic move to raise the profile of the brand as we continue to grow the number of Radisson Blu hotels and resorts in gateway cities and key destinations,” commented Simon C. Barlow, president, Carlson Rezidor Hotel Group, Asia Pacific.

“The Turning the World Blu campaign marks a new milestone for the Radisson Blu brand, as for the first time Carlson Rezidor is investing in a global campaign that will see the brand reaching out to customers around the world. This campaign is part of the Asia Pacific’s three-year brand investment strategy to encourage travelers to ‘Discover Radisson Blu’. The integrated brand campaign will focus on promoting Radisson Blu brand hallmarks which are unique touch points for our guests when they stay with us. Through the campaign, we aim reach out and engage more guests to appreciate the World of Radisson,” commented Lucinda Semark, executive vice president, Revenue Generation, Asia Pacific, Carlson Rezidor Hotel Group.

The Turning the World Blu campaign in Asia Pacific will engage business and leisure travelers across 15 countries and be dominated by online advertising on, CNNGo, Tribal Fusion and to build the Radisson Blu brand’s online presence, as well as in select pan-regional business titles including The Economist, TIME and Fortune China.


The integrated brand campaign will include experiential consumer touch points in key Asian cities to amplify brand festivities between August and December 2012. The brand’s Free Internet hallmark will come to life via 3-D interactive street art in key locations to drive the message of free internet virally. In addition, thousands of pairs of tinted, Radisson Blu branded sunglasses will be distributed region-wide to encourage recipients to literally see the world from a Blu perspective. Clients and guests will once again join in a region-wide celebration as the popular Blu Day returns for a second year in October 2012.