Radisson Red Race Around Danang

Client Challenge
Radisson RED Danang needed a bold activation to cut through Vietnam’s crowded hospitality market. The goal was to create an experience that captured the brand’s playful, energetic spirit, engaged local audiences and media, and clearly differentiated the hotel from more traditional offerings.

Solution
PurpleAsia designed RED Race Around Danang, a multi-day experiential adventure that brought the Radisson RED personality to life.

Strategic partnerships with JEEP Vietnam Automobiles, what3words, and GreenViet added depth, excitement, and a sustainable edge to the activation. KOLs and media experienced a full Radisson RED stay, before racing across Danang in red JEEPs, uncovering hidden locations using what3words, and completing creative challenges tied to both the hotel’s bold identity and Danang’s cultural landmarks. The journey culminated in the reveal of the campaign’s signature message: “What a Trip!”

The next day, participants deepened their connection to the brand through a hands-on conservation initiative, reinforcing Radisson RED’s commitment to sustainability.

Results
The activation created powerful emotional connections with media, influencers, and the local community, generating a wealth of authentic content that reflected the vibrant spirit of Radisson RED. It positioned the hotel as a bold, modern hospitality leader in Danang, while building long-term brand equity through storytelling, adventure, and meaningful action.