Radisson Blu ‘As Committed as You Are’ campaign, devised in partnership with Law Creative, won the Most Creative Activity by an Agency award at the 2018 edition of the Hotel Marketing Awards.
The Hotel Marketing Awards - an annual celebration, recognizing the best in class for marketers and companies in the hospitality industry in the UK – took place on March 20th in London and Radisson Blu ‘As Committed as You Are’ campaign, devised in partnership with Law Creative, won the Most Creative Activity by an Agency award, sponsored by Revinate.
The judges liked the fact that the campaign was based on - “effective market research.” They went on to say “it was a very well-conceived and executed campaign” and was “delivered through highly-creative, attention-grabbing, relevant visuals.”
This meetings and events (M&E) campaign is designed to create a new consistent positioning for Radisson Blu in this segment across EMEA, ensuring we stand out from the crowd and increase brand awareness.
To achieve this, we wanted to tap into the softer, more emotional side of our client and offer much more than the expected features, typically presented by our competitors. We aimed to show that we understand M&E bookers and that they can trust in our brands to deliver the end result they require. We were visually bold and really stood out - evoking the spirit, style and ‘difference’ of the Radisson Blu brand.
The multi-media campaign, which launched across multiple markets in March 2017, has been a great success and has delivered a number of positive results to date. In the UK & Ireland market we have seen an increase in brand awareness from Corporate Bookers, and an increase in total brand awareness from agency bookers. The event suitability for Radisson has risen 16% in a year and unprompted Radisson Blu brand awareness has increased significantly amongst Corporate Organizers.
"We are delighted with this win. The campaign was bold and daring; we wanted to be distinctive and stand out from a busy crowd, and we have done just that. The results to date have been really strong and I'm confident we've now got a great platform from which to further grow the brand's M&E offering" says Steve Manfield, Area Director Marketing, UK, Ireland & Western Europe.