Radisson picks Y&R Europe to run pounds 10m pan-Euro business

The global hotel chain Radisson has hired Young & Rubicam Europe to

handle its pan-European advertising account, estimated to be worth

pounds 10 million.

The account was awarded following a three-way pitch that included one

London and one Belgian agency. Y&R was not on the original list, but won

the account after being invited to pitch as a late entrant.

The announcement by the hotel group, which is owned by the US leisure

corporation Carlson, indicates its renewed commitment to

advertising.

Radisson appointed the Y&R network as part of a drive to raise its

profile in the face of increased competition from other global hotel

chains. It is set to embark upon an aggressive campaign to build on its

reputation as a high-quality brand of luxury standing.

The lead agency on the account will be BBCW/Y&R in Amsterdam, which will

produce a pan-European creative campaign that is expected to break in

the autumn. The campaign will be supported by significant

through-the-line activity.

Richard Kemper, the director of client services at BBCW, said: ’Our

greatest task is to turn the experience of a hotel night’s sleep into a

lasting memory no matter whether you’re travelling on business or on

holiday.’

No-one at Rainey Kelly Campbell Roalfe/Y&R was available to comment on

the win.

This article was first published on Campaign