RAdisson SAS HOTEL berlin

Objective

The newly-built Radisson SAS Hotel in Berlin opened following a three-year absence from the market, and now features the world’s largest indoor hotel aquarium with over 2,500 exotic fish and over 25,000 gallons of water. This signature guest feature would become the catalyst for launching this new property.

Key Strategies

MMG Mardiks leveraged the dramatic visual of the signature aquarium via an aggressive media outreach program to build both “buzz” for the Radisson SAS brand and drive North American bookings to the hotel. To build advance awareness of the new hotel among North American trade media, the agency first conducted a tour of the hotel’s construction site one year prior to its opening for key trade media from HOTELS, Travel Agent Magazine and Travel Weekly. As the hotel’s opening drew closer and after it opened, the agency aggressively pitched the distinctive new hotel and its stunning images of the indoor aquarium to national and major market newspapers, national travel and consumer magazines, trade magazines, online media, etc. The agency also planned a press trip to Berlin to allow journalists to experience the new hotel first-hand.

Key Results

The Radisson SAS Hotel Berlin was featured in the front-page “Dispatches” column of USA Today’s “Life” section, as well as in other key market newspapers, from the Miami Herald to the New York Daily News. Magazine coverage included a full-page feature in American Way and feature in Intermezzo. Key trade coverage included HOTELS and Incentive magazines.

National and regional print and online coverage resulted in total readership in excess of 14 million.