RADISSON HOTEL AND RESORTS
PROGRAM
Radisson/Spy Kids 2 (TM) National Radio Promotion
OVERVIEW
The Regan Group was contracted by Radisson Hotels & Resorts to conduct a national
radio promotion for the Radisson Go SPY KIDS 2 (TM) Family Packages. TRG developed
a program to maximize Radisson's media exposure, offer consumers with an exciting
promotional program and generate incremental sales for the Radisson Go SPY
KIDS 2 (TM) Family Package during the summer travel season. The four-tiered
program consisted of a 21-market radio program with a promotional giveaway
trip to LA, Spy Axiom Tour, Exclusive Spy Event held in LA featuring a meet
and greet with the kid stars from Spy Kids 2 and publicity endeavor.
SUPPORT
21-market radio promotion
RESULTS
TRG stretched the dollars to provide Radisson over $775,000 in media exposure.
This was a 17.24% increase in the original promised exposure. TRG was able
to provide Radisson exposure to over 13.53 million people during the two-week
radio promotion. In addition, TRG secured publicity in many local newspapers
and online sites including the national publication of the Wall Street Journal
that has a readership of over 5.8 million. Online exposure at wsj.com generates
over 6 million hits a week. Also, the local television crews in Columbus and
San Antonio went to the Instant Spy Party to show coverage of the event. Additionally,
the Spy Mobile traveled throughout the U.S. covering over 8000 miles during
a 12-day promotional tour.
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