Radisson Blu needed to make a splash with its new brand in domestic and international cities. Newly built hotels such as Aqua in Chicago, IL and existing properties like Edwardian in the United Kingdom, would carry the name.

Targeting domestic and international cities, the announcement took place via large-scale, visual media in high profile locations combined with digital advertising, social media, magazine and partnership events. To saturate the markets in blue to convey the takeover, the pervasive color appeared to dominate the markets at every turn: wrapped transit, airport and train dominations, street corners, bus shelters, digital and social media. Magazine partnerships delivered spreads and promotional event information. 72% of people exposed to the campaign took action. Plan surpassed occupancy goals, prompting campaigns in additional markets.