OUR WORK/Radisson Hotel Group

Radisson Hotel Group

Event Horizons: A blueprint for success

In April, Radisson Hotel Group launched its new meetings and events offering – Radisson Meetings – with the help of Longitude and the Financial Times, at IMEX in Munich, where Longitude COO James Watson, presented the key findings.

Part of an ambitious plan to become the market leader and their customer’s primary choice for meetings and events, Radisson Hotel GroupĀ commissioned Longitude and FT Marketing Services to create and help execute a comprehensive thought leadership campaign, examining how leading event planners are delivering events.

Read the full report here.

Project deliverables

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600+

event planners responded to the global survey

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6

in-depth interviews with subject-matter experts

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a range of content outputs designed in the client's branding

The research programme informed a comprehensive content plan, centered around a flagship key findings report. The bundle of content is completed by a detailed infographic, a collection of smaller micrographics for social media, and a series of video Q&As with event industry experts. The client has benefitted through a wide impact on social media, building on the buzz created around the launch event at IMEX.

This broad mix of mediums helps ensure the campaign is visual, appealing and conveys the desired message effectively. The campaign is a flagship example of how thought leadership can aid the launch – or relaunch – of a brand through an effective B2B content strategy.

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Activation through FT channels

To aid amplification, Radisson Meetings and Longitude developed content for a custom BrandSuite on the Financial Times’ website – accessing an engaged, senior business audience. The content hub itself hosted all the content produced by Longitude, the FT and Radisson Hotel Group, and continues to perform highly.

The BrandSuite hub is advertised across FT.com, using advanced audience segmentation to effectively hit the client’s target readership, delivering great ROI based on lead generation and brand awareness.

Activation through FT channels

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