Radisson Edwardian reviews strategy after Saatchi hire

Radisson Edwardian Hotels has launched a review of its hotel brand’s advertising and media strategy to ensure it remains relevant to younger hotel goers. The move follows the appointment of Team Saatchi.


The boutique agency has been briefed to review the identity and positioning of the recently rebranded Radisson Blu Edwardian and MayFair brands.

It will also look at the media channels used with a particular focus on the opportunities social and other digital media offer. Both have traditionally used print.

Linda Plant, director of marketing at Radisson Edwardian, told Marketing Week: “We need to be sure that we are relevant in today’s environment with young people. People love our hotels but we also want to improve”.

Its hotel restaurants, meeting and event facilities could also be promoted more as a result of the review. Team Saatchi will also work on strategy for the as yet unbranded hotel being built in London’s Leicester Square.

The group is said to have paid £100m for the square’s Odeon site. When built, the hotel will be its thirteenth in the capital.

The strategy review follows the rebranding of Edwardian to Radisson Blu Edwardian earlier this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here