Radisson RED South Africa launch

MSL was tasked with launching Africa’s first Radisson RED Hotel in SA’s most globally-competitive business and leisure destination – Cape Town – during a time when competing brands were launching in close proximity. Through a mix of traditional media relations and digital content, the campaign aimed to drive awareness and excitement for the launch of RED and its unique facilities and philosophy by launching an interactive teaser campaign around the brand pillars: art, music and fashion.

Impact:

• Occupancy targets achieved
• +100 media visits to hotel
• 212 on-message editorial pieces
• AVE value: R13 515 948