The  two million euro campaign,  to launch this month,  is targeting the frequent  traveller,  not  only  in  their  capacity  of  travelling  on business,  but  to  also  extend the Radisson SAS  experience  to  their leisure time.

The media plan provides maximum impact to Radisson SAS�  target audience throughout Europe, the Middle East and Africa, focusing on lifestyle and regional  leisure  titles  as  well as  in-flight  magazines.    Leading national  and  international newspapers and business  publications  will also be represented.

Fredrik  Korallus,  Senior Vice President Marketing &  Sales,  comments:
�Traditional hotel advertising,  as ours has been in the past,  tends to feature  smiling  customers  and   employees  in  various  scenarios  or traditional architectural shots.   Very little differentiates one  brand from the other.   Our aim,  through this daring approach,  is to capture the attention of the consumer and to communicate the spirit of our brand in an innovative and fresh way.� 

The new Radisson SAS image campaign explains in a humorous way that nothing should keep you from stepping out of your daily routine to enjoy a short break.  With its new package programme, The World of Experiences, Radisson SAS makes it possible to enjoy a cultural, adventurous or relaxing activity combined with a stay at any of the group�s hotels around the world. 

BBCW/Y&R in Amsterdam,  appointed as lead agency for Radisson SAS Hotels &  Resorts  last  year,  is responsible for this  new  look..    Richard Kempers, Managing Director comments: �It�s exciting to be working with a client  that  dares  to  be different and is willing  to  challenge  the traditional  approach.   Radisson SAS�  advertising  will  certainly  be something to look out for.�

Radisson  SAS  first  launched the World of  Experiences,  a  brand  new concept  in  hotel travel,  in 2000.  It encompasses over 200  carefully selected  tailor-made  packages,  offering  guests  unique  experiences, relaxation, excitement, romance and sheer exhilaration. 

BBCW  is  the  Creating  Fans  agency of  the  Netherlands,  located  in Amsterdam,  part of the Young & Rubicam worldwide network.  In 2000,  it has  won  the  prize  of  Number  One Agency  with  Best  Image  amongst advertisers in The Netherlands.

Radisson  SAS  Hotels  &  Resorts,  wholly  owned  by  SAS  Scandinavian Airlines, currently includes 106 hotels in operation and 27 hotels under development  in 38 countries and is the sole franchisor in  Europe,  the Middle East and Africa for Radisson Hotels & Resorts Worldwide.