PMH Checks in With Radisson

Radisson Hotels and Resorts has enlisted Peterson Milla Hooks to help re-introduce the brand nationally.

The Minneapolis boutique landed the account after an informal review of agencies, according to Brian Hooks, director of client services at the agency. The Minneapolis chain’s previous agency was Holland Mark Advertising in Boston.

Radisson is in the process of “evolving” its brand, which began with a redesign of its logo last year, Hooks said. “Our job is to help them bring (the brand evolution) to life through national creative,” he said.

Company officials could not be reached for comment.

The new campaign is expected to break in the summer. Radisson spent $20 million on advertising over the first nine months of 2000, according to Competitive Media Reporting.

Holland Mark did a campaign for Radisson last year that emphasized service, but “The relationship had gone down to projects over the past year,” said Kristen Toli an agency representative.

Peterson Milla Hooks is best known for its recent work for Target Stores, which uses bouncy pop tunes to showcase the company’s red logo.