Radisson SAS adds new dimension in hotel ads

Targeting the frequent traveller, the new campaign will be launched in the Middle East 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, Sales & Marketing, Radisson SAS Hotels & Resorts. "This is exactly what this new ad series is all about."

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. This campaign will certainly differentiate us," said Pilkington.

"Key publications in the 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 image-boosting 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.