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Radisson Red
– Building a brand
with attitude

We refreshed the brand strategy, personality and tone of voice for this vibrant  hotel chain in the Radisson Hotel Group portfolio and created the campaign to launch their new property in Glasgow.

Our focus was on celebrating the dynamism of Red, injecting it with attitude and ensuring that its irreverent spirit came alive throughout the guest experience. Our work covered everything from strategy to execution, from defining the new brand DNA and experience principles, to producing a brand video and creating business development, in-room and front-of-house collateral. Following this, we supported Red with the launch of their property in Glasgow. We concepted, crafted and executed a 20s commercial to drive traffic to their website after they secured a last minute media deal with STV. End to end, we turned the creative around in a whirlwind four weeks. Glasgow is the fifth location for the brand, which also has hotels in Campinas, Minneapolis, Cape Town and Brussels. The city is famed for its cutting-edge music, fashion and arts scene, which fits with the brand’s positioning around art and design. The ad’s creative centres on the amazing location of the hotel (near world class venues including SSE Hydro and Armadillo) and its design-led interiors including the bold wallpaper designed by legendary Glasgow comic artist, Frank Quitely. It also features The RED Sky Bar which is Glasgow’s newest rooftop bar, and of course, Baxter, the hotel’s Boston terrier who cordially invites other canine friends to stay.

"The team at BrandCap did a great job! We’re delighted by the ad and of course the fact that Baxter made the cut! Its strong creative and emotive soundtrack engenders a deep connection with our potential guests and captures and portrays the brand and our positioning perfectly."

Steve Manfield, VP Marketing, Radisson Hotel Group

What we delivered:

  • Brand strategy
  • Business development collateral
  • Tone of voice
  • Brand film
  • Ad campaign