Radisson Edwardian

Truth

Like a Monopoly board, the streets are littered with a multitude of mid-priced hotels. So how do you stand apart from the crowd? And how do you ensure that you perform better than your competitors in a very competitive market?

Insight

Most chains of hotels are faceless, soulless places that offer no individuality whatsoever. More homogenised than home. By contrast Radisson Edwardian is a chain of family owned hotels, where each of the 13 hotels has its own unique style. Each treats its guests in their own unique way. Individuality is at the heart of the brand. And we believe, an individual, special experience is what every hotel guest wants to enjoy.

Emotion

So we made this special experience, extra special. We didn’t just talk about the guest, we featured them. And we featured them in the most individual way possible, a painted portrait. We commissioned up and coming artists to paint some of our most demanding guests and then talked about how we satisfied their individual needs. ‘We’re very you’, wasn’t just an end line, it was a mission statement. But we didn’t stop there; we turned the advertising into an event by having an exhibition of the portraits at a top London gallery.

Success

The group has improved average daily rate (ADR) versus its key competitors, and in the latest BRRC report achieved the highest increase in prompted recall of all hotel groups. (Source: BDRC 2011)