CANCUN Identifying a market it calls hard-working, time-crunched, tech-savvy, fun-loving, open, casual and straightforward, Radisson Hotels and Resorts is launching an advertising campaign aimed at the “Go Generation” this summer.
In describing this market, Brian Stage, evp/sales and marketing for Radisson, noted that these customers are “affluent,” but said that they have earned their luxuries. Stage was addressing delegates at the Carlson Hotels Worldwide annual conference being held here this week.
The campaign will complement what the hotel company calls “Radisson s Genuine Hospitality,” which is a “down to earth service style.”
The Go Generation campaign kicks off with a new national print advertising campaign May 24 with the launch of the Go Package. The package, designed for weekend, leisure couples, offers a full breakfast for two, best available room upon check in and a special “Go Pack” filled with snacks and other take-home items.
Radisson will also launch a sweepstakes at www.radisson.com, giving visitors a chance to win free trips.
The campaign carries the tagline, “Radisson. The genuine choice of the Go Generation,” and will run in national publications like USA Today, as well as regional newspapers and in-flight magazines. Total media spending for 2001 will exceed $5 million, according to Radisson. (4/4/01) Ruthanne Terrero