Radisson Close To Selecting Shop | Adweek Radisson Close To Selecting Shop | Adweek
Advertisement

Radisson Close To Selecting Shop

Advertisement

Radisson Hotels & Resorts, which has concentrated on promotional work in recent years, is talking to shops about the creative portion of its $10 million account, a client representative confirmed.

The Minneapolis-based hotel chain, part of the Carlson Cos., began the search a few months ago and is "very close" to a selection, the client rep said. She declined to provide further details.

Since May 2001, Radisson has positioned itself as "the genuine choice of the go generation" in promotional efforts from Peterson Milla Hooks in Minneapolis. Earlier this year, Radisson offered "Go Packs" with DVDs of Austin Powers in Goldmember to its hotel guests, backed by direct mail. Last year, the chain had a tie-in with the movie Spy Kids 2.

The Goldmember tie-in was among the agency's last work for the client before it split with Radisson late last year, a PMH representative said, declining further comment.

Sources said the client point person for the review is Yvonne La Penotiere, evp of brand marketing for Carlson Hotels and Resorts.

Radisson's spending has been about $10 million for the last several years, but only $1 million was recorded through May of this year, according to TNS Media Intelligence/CMR.

Radisson has more than 435 hotels in 61 countries, with its primary business in the upscale- and luxury-hotel sector, according to Hoovers Online. Carlson is ranked ninth among the top 50 U.S. hotel companies, with 846 properties worldwide and more than 140,000 rooms, according to the American Hotel & Lodging Association.

Carlson's other brands include Country Inns & Suites by Carlson, Park Plaza Hotels & Resorts and Regent International Hotels.