Radisson Blu Hotels & Resorts
The Situation
The Rezidor Hotel Group announced the first Radisson Blu Hotel to open in Zurich. This property, boasting unique design elements and upscale offerings, reinforces Rezidor’s position as Europe’s strongest airport hotel management company with 30 airport hotels in operation. Designed by renowned Italian architect Matteo Thun & Partners, the Radisson Blu Hotel Zurich Airport is located across from Terminal 1’s arrival and departure area and is just ten minutes by train from Zurich's Old Town, home to many cultural and historical attractions.
The Strategy
To launch the newly opened Radisson Blu hotel to the media, the agency implemented a direct-mail press release and image distribution, showcasing the property's stand-out features, including the largest wine tower in Europe (complete with acrobatic wine angels) and an elegant Presidential Suite. The mailings, in addition to a comprehensive power-pitching campaign, were used to aggressively reach top consumer and trade media.
The Results
Placements were secured in top consumer, trade and online media outlets, including The New York Times, Delta Sky, Hemispheres, Condenet’s HotelChatter.com, Josesentme.com, HotelDesigns.com, Travel Agent, Agent@Home, HospitalityNet, TravelPulse, Lodging Hospitality, eFlyer.com, Hospitality Upgrade and HotelExecutive.com. National and regional print and online coverage resulted in total readership in excess of 41 million.