Project Description
RADISSON RED: LAUNCH
BRIEF
Radisson RED, the unique and edgy brand from Radisson Hotel Group’s portfolio, engaged NM+U as they prepared for expansion into new cities. The ask was to develop a launch strategy that could be replicated no matter the destination, while always staying true to RED’s unconventional character.
CHALLENGE
As RED was growing quickly, we needed to focus on three very different cities for the initial opening launches: Miami, Portland and Lima, Peru. The main challenge was to ensure that the creative for all the launches, which focused heavily on outdoor advertising, would not only capture the vibe of each city but rather show the city why RED belonged there.
SOLUTION
Through the use of unique photography, original copy and custom icon development for each new city, NM+U created a templated approach for RED’s new openings. The creative for Miami, Portland and Lima all married each city’s local flare with the essence of the RED brand which is reflected in materials that are cohesive, clean and bursting with RED’s personality.
+ MIAMI LAUNCH
Miami practically invented R&R. Vibrant. One of a kind – and RED to the core. These eye-grabbing installations remix Radisson RED’s bold aesthetic with local flavor to reflect a uniquely non-conformist hotel brand perfect for a city built on the art of getting away.
+ MIAMI LAUNCH ACTIVATIONS
+ PORTLAND LAUNCH
PORTLAND loves an original. Simple. Clean – and RED through-and-through. These impactful installations blend Radisson RED’s bold aesthetic with local flair to capture the essence of a playfully unconventional hotel brand tailor-made for a famously non-conformist city.
+ LIMA, PERU LAUNCH
Bold. Vibrant. Brimming with authenticity. Few global destinations boast a history and culture as rich as Lima – and fewer still are more perfectly suited to a hotel brand as bold, connected and playfully irreverent as Radisson RED.
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