PROJECT:
Radisson RED DXB
LOCATION:
Dubai, United Arab Emirates
INDUSTRY:
Hospitality
THE BRIEF
The project aimed to create captivating videos that targeted multiple guest personas and highlighted the key touchpoints important to each persona. The project included apartment content showcasing the long-stay guest experience, content showcasing bars with entertainment, and content highlighting the Meeting Hub facilities for business guests and conference hosts. The objective was to create visually compelling and informative content that resonated with the target audience and aligned the hotel’s brand image.
This involved the development of three distinct guest personas, and subsequent production of video & photo content banks, each designed to cater to a specific guest persona and highlight the touchpoints most relevant to them.
RESULTS
Creating imperfection was a new challenge for our team. We had to fully understand the feelings and emotions of guests at various touchpoints during the evening.
The outcome is a video wrap-up which embodies both personal memories for attendees, evoking emotive recall; and also for the wider audience to bring the Triest concept and values to life, showing what the brand is all about in a fun and interactive manner.
The Content Process
STEP 1: CLIENT CONSULTATION
The production team conducted extensive discussions with Radisson RED Dubai Silicon Oasis to understand their brand identity, target audience, and specific goals for each video. This helped in aligning the content strategy, creative vision and objectives.
STEP 2: TARGETING & GUEST PERSONA DEVELOPMENT
Based on the client’s brief, our marketing strategists produced detailed personas to ensure that all creative would effectively resonate with target segments. From these personas, our production team then developed unique concepts and storyboards for each content bank.
STEP 3: SHOOT & EDIT
The production team conducted on-site filming at Radisson RED Dubai Silicon Oasis, capturing high-quality footage that highlighted the distinctive features of the spaces. The footage was then edited, incorporating narrative flow and on-brand music, to create a cohesive and engaging final delivery.
STEP 4: CLIENT FEEDBACK & DELIVERY
Once the videos were approved, the production team delivered the final video files in the desired formats suitable for various online platforms, enabling seamless integration into the hotel’s marketing channels.
Selected Guest Personas
This segment aimed to provide potential long-stay guests (30+ nights) with an immersive view of the apartment experience at Radisson RED Dubai Silicon Oasis. The video showcased the guest journey, including a comprehensive room tour highlighting the modern amenities and comfortable accommodations. It further depicted guests relaxing in their rooms, enjoying the in-room entertainment, ordering room service, and utilising the hotel’s fitness centre, billiards tables and social elements in the bar with other guests.
LOCAL RESIDENTS & FRIEND GATHERINGS
This segment targeted guests who appreciate a vibrant nightlife experience. It showcased the hotel’s bars, including the renowned REDROOF with its lively atmosphere, top-notch DJs, and OUIBar with its live entertainment and viewing sports fixtures. We aimed to capture the energy and excitement of the venues, featuring guests enjoying live entertainment, socialising, and having a memorable time.
BUSINESS GUESTS & CONFERENCE HOSTS
This segment aimed to attract business professionals and companies seeking modern and versatile meeting spaces. It showcased the pre-function area, highlighting its adaptability for networking, socialising, and providing catering options before and after meetings. The video also provided an in-depth view of the hotel’s SMART technology-integrated meeting rooms, showcasing their contemporary design, state-of-the-art facilities, and capabilities for productive and successful corporate gatherings both in-person and in a hybrid environment with virtual links.
