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Our Achievements
WATCH: The Trolls are Loose
Park Inn by Radisson's "Trolls on the Loose" won Best Partnership Marketing Campaign 2016 in the Hotel Marketing Awards in London.
Park Inn by Radisson's "Trolls on the Loose" won Best Partnership Marketing Campaign 2016 in the Hotel Marketing Awards in London. 
The entry was up against some tough competition including The May Fair Hotel in London and Melia Hotels, but we won! Here is what the judges had to say:Park Inn’s ‘Trolls on the Loose’ campaign won Best Partnership Marketing Campaign. The judges said there was “good alignment of brand values between both parties”. They went on to say it was “a great example of cocktail marketing”. The campaign excited all the judges who said the campaign “should produce longevity of brand loyalty because of its amazing engagement with children”.- thecaterer.com Our partner in the campaign 20th Century Fox/Dreamworks also said:“We were thrilled to partner with Carlson Rezidor and loved seeing DreamWorks’ Trolls let loose in Park Inn hotels, creating an immersive and engaging way for families to ‘join the party’ and be a part of the fun. Park Inn perfectly complemented the colorful and fun nature of the film”. Victoria Llewellyn, Head of UK Partnerships at 20th Century Fox. 
With a relatively small budget for both production and media spend, this marketing partnership provided a number of clear benefits than had we embarked on a campaign for the family target market alone:
  • Greater cut through from the use of highly recognizable creative
  • Value for money in the use of high-cost 3rd party branding and assets
  • Superior brand positioning in the association with a major family film 
There was also a perfect synergy between the Trolls movie and the Park Inn by Radisson brand from the association with color. Testament to the effectiveness of the campaign was that over half of competition entrants chose to enter into a continuing relationship with us by opting in to our communications.In summary, this partnership campaign really allowed us to be creative both on property and online, bringing the Trolls to life in our environment, educating the market on our product and starting to build family-friendly brand perceptions.Thank you to all involved in this campaign from start to finish, the award is now proudly sitting in the UK and Ireland Area Support Office for all to see!
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Written by

COMMS & PR TEAM
Communications
31 Mar 2017
485

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