Radisson Edwardian unveils new brand positioning

Luxury hotel chain Radisson Edwardian is unveiling a new brand positioning that will suggest its hotels offer simple, unpretentious opportunities for relaxation. The &£4m campaign uses the strapline: ‘Free to be’ and has been created by Surrey-based WDPA Communications. Media has been bought in house. The ads will run in broadsheet newspapers including The Sunday Telegraph and The Times from November 17, and in upmarket magazines including Tatler and Vogue. The advertising will be supported with online activity and direct mail. WDPA planning director Huw Williams says: ‘Perceptions of luxury have shifted, especially since September 11. Customers now value a more natural offering of hotel luxury – it is now about people rather than spaces.’

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