Radisson RED
Inspired by an expressive world, and alive to art, music, and fashion, Radisson RED resonates with those who have a creative heart and an ageless outlook. I translated its manifesto, brand values, and rational and emotional benefits into a tone of voice with writing techniques, lexicons, and samples that can be immediately employed. The idea was for this 95-page document to be the ultimate toolbox for copywriters and social media managers to utilize, all the ensure content is unapologetically RED everywhere.
Service(s):
Tone of Voice
Who is RED?
Name: RED
Age: Ageless millennial
Gender: Slightly more male than female
Psychographics: Socializer. Loveable rogue. Non-conformist. Painter. Jetsetter. Craft-beer lover. Wordsmith. Lyricist. Coffee connoisseur. Avid news reader. Fashionista. Night owl.
What words best describe you? Brave. Direct. In the know. Social. Expressive. Self-assured. Clued-in. Real. Friendly. Exciting. Spontaneous. Extroverted. Inclusive. Tech-savvy. Fresh. Bright. Full of life. Witty. Straightforward. Distinguished. Curious. Eccentric. Stylish. Surprising. Carefree. Charismatic. Distinctive. Street-smart. Dynamic. Fun. Striking. Casual. Local. Open-minded. A very smooth conversationalist.
And what words could never describe you? Boring. Austere. Traditional. Childish. Reserved. Pretentious. Ostentatious. Subtle. Formal. Aloof. Flowery. Elegant. Vulgar. Intense. Arrogant. Overbearing.
Define your fashion sense: With a come-as-you-are mentality, RED wears anything from edgy outfits to fitted suits. Sometimes bright, solid colors, sometimes daring patterns. Mix and match. Whatever the moment calls for and anything that is comfortable.
Describe your language: Straightforward. Bold. Punchy. Clear and concise. Witty. Expressive but never elaborative. Creative with an occasional splash of color. I’ve got a knack for clever puns and in-the-know humor, but I’m never over the top.
How does RED write?
I consolidated RED’s five emotional benefits and four brand values to funnel down to three voice traits: relevant, humorous, and unambiguous. I then divided the writing techniques into three sections to demonstrate to convey each of the voice traits.
Relevant because RED is also very much rooted in the here and now. It’s plugged in and connected to the city. RED cares about the trends, moods, and tastes that shape the world around us.
Humorous, having fun but no “wacky” copy! RED believes humor works best when it’s like a pinch of salt, just a careful sprinkle to help lift, humanize, and bring out the emotion of a piece of otherwise dull communication. A little goes a long way.
Unambiguous is about both understanding what is written, and what will be read. RED leaves no doubt. RED has the courage of its convictions. So words must have punch and presence.
Writing Technique Example
Voice Trait: Humorous
Technique: Subvert clichés
Always-predictable copy is no fun. Turn it up and make our guests smile. Begin with easily recognizable texts – clichés, contemporary idioms or famous quotes – and then give them a twist. Trick the reader into thinking the sentence is heading in one direction, then change direction to surprise the reader.
Examples:
Think outside the box, but chill inside the hub. Our lobby is a common breathing space where you can hang out, hang in, or hang loose.
Life is not measured by the number of breaths we take, but by the beers that take our breath away. Craft is life. Savor the taste of beer at OUIBar.
Don’t cry because it’s over, just host another awesome meeting. With a pool table and pitchers of Belgian beer, it’s hard not to have fun.
Sample: Introduction to RED App
Your New BFF
The RED app. It’s all you ever need.
Swipe & You’re In
Forget long lines and paperwork. Check in-n-out via the RED app. All you gotta do is step in and your room is ready. It’s so easy that you’ll be planning your next trip in no time.
Grub-to-Go
Pick what you like on the menu and tell us how you like it. OUIBar + KTCHN will whip it up for you. A few simple taps and it’s in your studio.
Keyless, Effortless
Don’t worry about losing your keycards. Download the RED app, register your device, and voilà! A key. Safe, secure, super-duper easy.
Want Something?
Whatever you need, just text RED. The app connects you to all the right people. Morning latte? Extra towels? Some glow sticks? We’re on it.
Seamless & Social
Tap into Guest Chat and connect with other guests. Wanna share a cab to the airport? Post a note. Curious to know what’s everyone’s favorite bar in the ’hood? Ask away.