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.

radisson

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.

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