Radisson SAS hotels will go through a re-branding process, including a name change to Radisson Blu. The first Radisson Blu unit opened in Zurich.
Thorsten Kirschke, Senior Vice President and CEO of Radisson Blu, explained that the change from SAS to Blu would be made gradually during 2010. At present, the company operates and develops over 200 hotels. The change of the name was thought to avoid unnecessary discontinuity of activities, gaining also a maximum impact, specified Kirschke.
The new name - Blu - has been chosen as a result of a significant market study, which identified the most appropriate element of visual identity to replace the graphic element represented by the blue box with the inscription SAS.
In Romania, Rezidor group owns the largest hotel of Radisson SAS chain in Eastern Europe. Radisson SAS Bucharest opened in September 2008 and is the largest 5 star hotel in Romania.
Radisson SAS set up in 1994, following the partnership between SAS International Hotels and Radisson brand in Europe, Middle East and Africa.
Sursa: Bizcity [09.02.2009], Capital [09.02.2009], Daily Business [09.02.2009], Food&Bar [09.02.2009], Smart Financial [09.02.2009], Wall-Street [10.02.2009], Ziarul Financiar [10.02.2009]
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