Radisson experiential roadshow

Radisson Blu

Radisson experiential roadshow


Radisson Blu launched Experience Meetings to the market in 2013, and wanted to raise awareness of the concept amongst their target audience.

The campaign needed to communicate all of the key brand messages and deliver an immersive experience to potential customers, allowing them to gain a true understanding of Experience Meetings’ values and services.


fresh developed a concept that gave the campaign huge impact and standout, focusing on the emotional values of customers when booking meetings and hospitality services.

Experience Amazing was borne out of this philosophy, and this creative thread ran through every element of the campaign, from the look and feel to the final execution onsite.

This was a truly joined-up campaign with all in-house divisions of fresh, from the creative studio and digital to exhibitions, collaborating to produce the successful end product.


fresh produced a 20-date roadshow across the UK and Ireland, creating a fully branded, immersive Radisson Blu brand experience within an F1 paddock-style truck.

Customers from a wide range of blue chip companies and agents were invited to the exclusive event, where all touchpoints of Experience Meetings were amplified – from superfast Wi-Fi to delicious food and exceptional service.

fresh produced the campaign from concept to delivery, including look and feel, truck fit-out, film content and digital engagement via a designated campaign website.

The roadshow reached representatives from over 250 companies and received 100% positive feedback. 65% of guests agreed that they would be more likely to book meeting space with Radisson Blu as a result of the experience.

The campaign was also awarded the Best Wild Card Marketing Campaign at the 2014 HMA awards and was awarded Silver at the 2015 MIMA awards for Best Brand Marketing Campaign. Radisson Blu also moved from 5th to 3rd in the BDRC Meetings Metrix Report as a result of the activity.

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