BRUSSELS – Until January 3rd, Radisson Blu are offering entrants the chance to win a weekend for two at one of the following wonderful Radisson Blu hotels: Milan, Madrid, Berlin, Helsinki or Hamburg, as well as 1000 Radisson Blu gift cards ranging from EUR20-EUR100 in value.
Radisson Blu Hotels & Resorts, part of the Rezidor Hotel Group, has launched “The Radisson Blu Winter Quiz”; entrants are invited to run the trivia gauntlet and grapple with their geography skills for a chance to win a weekend for two at a Radisson Blu hotel based in Milan, Madrid, Berlin, Helsinki or Hamburg. Runners up also have the chance to win one of 1000 Radisson Blu gift cards ranging from EUR20-EUR100 in value which can be redeemed with the Radisson Blu hotel of their choice.
Caroline Potter, Regional Marketing Director at the Rezidor hotel group, says, “Following the success of the ‘Greatest Holiday’ social media campaign earlier in the summer, we are continuing to explore new and innovative ways to build the Radisson Blu brand within digital channels. Competing for the consumers’ attention is more challenging than ever in a fragmented digital landscape.”
November 2010 saw the Rezidor Hotel group successfully implement a similar strategy with their mid market brand, Park Inn Hotels. Participants were invited to play a game of ‘4 in a row’ for a chance to win a range of prizes including an iPad and one week’s stay in a range of hotels worldwide.
Caroline Potter believes this approach is effective in cutting through the noise in a highly competitive vertical, “Today, the digital audience demand more from brands for their time and attention. Concepts like ‘Winter Quiz’ and ‘4 in a row’ challenge and engage our audience as opposed to more traditional push marketing methods. This strategy also offers the foundation for the growth of a meaningful relationship between the Rezidor brands and the consumer in digital channels such as social media, which will be a core focus of our 2011 strategy.”
The Radisson Blu ‘Winter Quiz’ is a pure-play digital campaign and is being promoted through a range of media including a bespoke micro site, targeted digital display and blogger outreach. The competition closes on January 3rd. Entrants must be 18 or over to enter and resident of an EU country (competition does not include residents from Sweden).