Adventures in Rebranding: Radisson SAS is Now Radisson Blu
Happy Wednesday! Here, we wrote you a poem:
Radisson SAS hotels are all changing their names,
'Cause someone thought the SAS part was lame.
The new name of the brand is gonna be Radisson Blu
'Cause rebranding will make 'em all seem cool and new —
Yes, these hotels are as chic and modern as can be
As evidenced by the oh-so-2009 lack of an 'e.'
For those unfamiliar with the brand formerly known as Radisson SAS: SAS International Hotels teamed up with the Radisson brand in '94 to build hotels in Europe, the Middle East and Africa to develop the rapidly-growing, super-contemporary hotel chain. By '06, there were more than 150 Radisson SAS properties and by the year's end, SAS let go of the brand and Rezidor operated the hotels.
Today, in conjunction with the grand opening of the Radisson Blu Zurich Airport (formerly the Radisson SAS Zurich Airport), the company announced the a name change from Radisson SAS to Radisson Blu, both marking the end of the SAS affiliation and emphasizing the brand's focus on contemporary, modern design.
According to Welt Online:
Radisson Blu’s Senior Vice President and COO, Thorsten Kirschke, explained that the change from SAS to Blu will be a gentle evolution through into 2010. "We currently have more than 200 hotels in operation or under development, so the name change has been designed in such a way that it’ll avoid any unnecessary disruption but still create an impact.”
Oh, um, also? The very first Radisson Blu is also the hotel that houses Europe's tallest wine tower. That's something we can get on board with, no matter what the hotel's name.
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