Radisson RED – The birth of a hotel revolution
Briefed to build a brand that would disrupt the mid-level hotel sector we worked closely with Radisson over a number of years to launch an innovative chain of hotels from concept to execution.
Radisson RED is the birth of a hotel revolution, targeting what we eventually defined as the ‘Ageless Millennial’, these digital natives are amongst the most targeted and influential audience of the time.
With an overly saturated market and the millennial mindset to resent the corporate, we knew that we had to make them fall in love with the brand before it even existed. We spent time understanding what the competition were doing – and more critically, what they weren’t. Taking departure from the traditional demographic model, we focused on the deep down and dirty psychographics of this audience – understanding everything about their lifestyle and interests.
Armed with extensive research, we created Radisson RED’s comprehensive digital eco-system from scratch, set up with touch points to engage the audience at every stage of the customer journey. We developed the strategy across all channels and for months prior to the first hotel launch we created perfectly targeted, curated content that stimulated bookings well above the industry average, in a highly competitive market.
The project scope was substantial and became all-hands-on-deck – covering a full DNA, visual identity and style guide, collateral roll-out, art direction of illustration and photography, commissioning, casting, motion work and further brand identity and packaging design for the Oui Bar.
“From the robust approach that was reflected in the initial planning and early development stage of the brand, through to defining the audience, the brand experience and creation of the brand platform, Teviot gave us confidence in their abilities from the word go.”
Richard Flores, Vice-President of Branding at Radisson RED
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