­Radisson hotels will soon begin work on a renewed brand positioning with the help of Minneapolis advertising agency Solve.

According to a release, Solve has been named the agency of record for the upscale hotel brand which will mark the firm’s first endeavor in the hospitality category.

The Radisson brand is owned by Minnetonka-based Carlson Cos Inc. and is part of its Carlson Rezidor Hotel Group, which has more than 1,370 hotels in operation and under development in more than 110 countries and territories.

Solve will be the advertising agency for the core Radisson brand, but not for its Radisson Blu and Radisson Red brands. The project will focus on Radisson “evaluating its core to ensure they are positioned properly and targeting the right consumer” on a global scale.  As part of the agency’s work, there will be messaging across multiple channels including digital. Solve’s work will begin to appear later this year.

"Radisson outlined their desire to stand out within the upscale lodging segment,” said John Colasanti, Solve CEO, in a statement. “It’s an aggressive move by the brand to shake up the category status quo.”

The Radisson brand has had its struggles. Last year, Radisson ranked second from the bottom and below average in customer satisfaction out of the upscale hotels tracked by market research group J.D. Power and Associates.

According to the Wall Street Journal, Carlson has asked Morgan Stanley to help it in the process of exploring the possibility of a merger, partnership or sale of Carlson Rezidor Hotel Group. Carlson has declined to comment.

Last week, Carlson Rezidor Hotel Group announced that last year the company had 120 new hotel signings, totaling nearly 20,000 rooms, marking a third consecutive year of signing increases. Last year, Carlson Rezidor saw the highest number of hotel openings for the Americas since 2009. In 2015, the company reported revenue of $7.3 billion, a 4.6 percent year-over-year increase.

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