Radisson SAS changed to Radisson Blu in €3m rebrand

10 February 2009 by
Radisson SAS changed to Radisson Blu in €3m rebrand

Rezidor's Radisson SAS hotel brand has been renamed Radisson Blu in a €3m (£2.6m) marketing exercise, after its partnership with SAS International Hotels came to an end.

Radisson SAS was created in 1994 when SAS International Hotels joined forces with the Radisson brand in Europe, the Middle East and Africa, but this partnership ended two years ago.

The group described the new branding across its 170 SAS hotels as a "pragmatic essential change".

Gordon McKinnon vice-president of branding said: "Our customers are used to a difference between Radisson SAS and simply Radisson and we wanted to keep that differentiation there by using "Blu" in the title, in reference to the previous use of a blue box in the logo."

He also said he hoped the rebrand would win more customers.

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By Gemma Sharkey

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