Hotel Courts ‘Go Generation’ With PMH Ads

Radisson Hotels & Re-sorts positions itself as “the genuine choice of the Go Generation” in a $5 million print campaign from Peterson Milla Hooks.

The summer’s target is couples who need an escape, while a fall campaign will go after business travelers and likely key on technology. Both offer solutions to a time-crunched consumer.

“We’re tapping into something that’s out there and making it ours,” said Deanne Paschke, director of brand management. “We’re not overstating what we’re doing.”

Ads from Peterson Milla Hooks, Minneapolis, break in USA Today on May 24, as well as in-flight magazines and Sunday newspapers. One execution features a couple sitting in a golf cart. She is holding a sign “Go …” which will be Radisson’s ubiquitous mantra in point-of-sale, online, and street campaigns.

Text and profile boxes explain the Radisson Go Package—reduced rates, full breakfast for two and a Go Pack filled with treats from partner companies Anheuser-Busch and Nabisco.

Other ads show couples at the beach, shopping, at a restaurant table and out on the town and mention partners like Mini Ritz, Lifesavers and Creme Savers.

Radisson executives developed the Go Generation platform and commissioned PMH, which launched the “Color My World” campaign for Target stores showing the connection between big brands and people’s lifestyles. The client’s orders banned the usual hotel ad fare of property, room and pool shots. The agency applied a portion of the Target strategy to Radisson, which is attempting to shake off its stodgy business hotel image.

“The Go Generation is a focus shift away from Radisson to the guest so our brand partners are going to be what’s relevant to the guest,” said Brian Hooks, agency executive vice president/director of client services. “They’ll all resonate the Radisson brand character.”