RADISSON TO EXPAND CANADIAN PRESENCE
By Adnews Staff
After opening two new Canadian hotels in 1996, Radisson Hotels Worldwide plans to continue its Canadian expansion in the new year. At least two new properties will be added to RadissonŐs holdings, increasing its national presence to 18. Irv Ash, senior director of development for RadissonŐs parent, Carlson Hospitality Worldwide, predicted Radisson will have 35 Canadian hotels in five years. To boost its image in Canada, Radisson will increase its marketing budget by 15% in 1997, said Judy Murdoch of Newmarket-based In the Write Business, which handles RadissonŐs Canadian PR. While RadissonŐs advertising budget will remain unchanged, the company will increase its field marketing and promotions efforts. Radisson is in the process of filling the newly-created position of field marketing vice-president. North American advertising for Radisson is done in-house. In Canada, the Canadian Radisson Marketing Association localizes the ads for the Canadian market