‘Luxury without elitism’ hotels drive at Radisson

Radisson Edwardian is aiming to reach a broad range of media titles to highlight the variety of services its five-star hotels offer, and to position itself as ‘luxury without elitism’.

George Anthoulakis, account director at Mason Williams, which has been hired to drive the media relations campaign, said it would use inflight magazines, national women’s lifestyle publications and travel sections, but also target specialised areas such as food titles to highlight its various services such as restaurants, bars and leisure facilities.

‘If somebody cannot afford five star accommodation, it doesn’t mean they can’t afford to have dinner in a nice environment’, said Anthoulakis.

Mason Williams, which won the PR account for both the Radisson Edwardian Group and the project for the June launch of its five star Manchester hotel, will initially place emphasis on the UK market to build awareness of both the Radisson Edwardian brand and its 11 UK hotels individually.

It will also work alongside US agency Claire Mangers Associates with destination-led media relations campaigns in the US.

For the Manchester launch, Radisson Edwardian will work closely with Marketing Manchester to ‘promote the destination as well as the product’.

This is particularly important when targeting key international markets such as the US and Europe, said Anthoulakis.

An initial trade campaign will raise awareness of employment opportunities at the new hotel and also highlight its conference facilities for business customers.

Mason Williams beat Pineapple PR at the final stage of the pitch after an initial list of 12 agencies, which did not include incumbent Brighter PR, was whittled down to four and then two.

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