New M&E positioning “AS COMMITTED AS YOU ARE”

Rezidor has created a new M&E positioning for Park Inn by Radisson and Radisson Blu to be considered as a relevant M&E expert on the hotel industry across EMEA markets. We want to gain a competitive edge by showing that we offer more to our M&E bookers, so we need to ‘position’ our brands to express something more than the expected features of a hotel. To achieve this, we had to understand what matters to the M&E booker. An M&E booker does not approach the booking of an event or meeting in the same way as they would if they were organising a room for a hotel stay. Our client is likely to be someone who is trusted to make sure that any event or meeting, from the smallest to the most elaborate production, is a success. Our client will also be anxiously aware that the company they are representing will be placing the responsibility on them to deliver what is needed. The success of the event, the booker’s reputation – and perhaps more – is at stake. We’ve recognised this and used it to find the unique positioning. 

“AS COMMITTED AS YOU ARE”: We will express this new positioning creatively in a way that is arresting and distinctly different from the marketing of all other M&E providers. In this way, we will tap into the softer, more emotional side of our client, and offer much more than the expected features presented by our competitors.

Strategically, this means that our communications will be based on emotional involvement, expressing deep respect and a desire for shared success. We will show that we understand them and that they can trust in our brands to deliver the end result that they want. Because we have a stake in it too. Visually, we will be bold so that we stand out. Content is irrelevant unless it is seen. Consequently, we will not be showing meeting rooms and facilities. We will be showing arresting images that suggest creativity and success in the events that we have helped to deliver, through being imaginative and fully engaged ourselves. We are heart and soul as one with the requirements and needs of our clients and they can trust us to deliver – that will make the approach a success.

Belgian hotels to be highlighted
· Radisson Blu Royal Brussels: https://www.radissonblu.com/en/royalhotel-brussels/meetings
· Radisson Blu Antwerp: https://www.radissonblu.com/en/astridhotel-antwerp/meetings
· Park Inn by Radisson Brussels Airport: https://www.parkinn.com/hotel-brussels-airport/meetings
· Park Inn by Radisson Brussels Midi: https://www.parkinn.com/hotel-brussels/meetings
· Park Inn by Radisson Leuven: https://www.parkinn.com/hotel-leuven/meetings
Get more info: https://www.radissonblu.com/en/meetings