The Box Appeal 2011 aims to help 10,000 people across the region
Re-launched charity campaign returns bigger than ever
The Box Appeal formerly known as the ShoeBox Appeal has been re-branded for 2011 as the charity campaign aims to help more people than ever before. The initiative – taking place from 15th of August to the 15th of September – is run by Radisson Blu and Park Inn Hotels in the Middle East. Held in conjunction with the Red Crescent, the campaign aims to provide labourers across the UAE with essential every day necessities.
Now in its 4th year, this is the first time that all Radisson Blu and Park Inn Hotel in the UAE will take part. In addition they will be joined by Radisson Blu and Park Inn Hotels in Oman, Egypt and Bahrain. Overall 10 hotels will take part; with the seven hotels in the UAE aiming to collect 10,000 boxes between them.
Due to The Box Appeal’s growing success the campaign has been given a new look and brand from local design agency North55. The creative agency designed a new logo that captures the essence of the appeal, giving the campaign a unique identity.
North55 is not the only local company to generously donate time and resources to The Box Appeal. This year Radio 1 & Radio 2, part of Gulf News Broadcasting, are supporting the campaign with an unprecedented cross station campaign. The aim is to raise more awareness, encouraging people young and old to get involved and make a difference.
The Box Appeal asks people to give back to those who need it most by filling a small box with a list of everyday items, such as toothpaste, t-shirt, a cap and shaving cream. To take part all participants have to do is pick up a box from any Radisson Blu or Park Inn Hotel in Dubai, Abu Dhabi or Sharjah fill with the list of items and return to the hotel.
“As a company we have a long history of responsible business. It seems fitting to take this campaign region wide this year and help as many people as possible. It only takes a little time and effort to make a big difference,” said Marko Hytonen, Area Vice President, Rezidor Hotel Group.
‘We’re also really pleased to see how much support The Box Appeal has garnered from local charities and companies, including Red Crescent, North55 and Gulf News Broadcasting. We hope that the new look of the campaign will capture the public’s imagination, making this the most successful year in the history of The Box Appeal.’
The Box Appeal was initially founded by Radisson Blu Hotel Dubai, Media City, the first campaign was such a success in the following years Radisson Blu and Park Inn Hotels in Abu Dhabi Yas Island also joined the campaign. Over the four years the appeal has run, over 20,000 boxes have been donated, the equivalent of 2 million AED.
Radisson Blu and Park Inn Hotels are managed by Rezidor Hotel Group. Rezidor was one of the first international hotel groups to implement a companywide initiative focusing on health & safety for guests and employees, on respect for social and ethical issues within the company, and on a reduced negative impact on the environment. In 2010 and 2011, Rezidor was named as one of the World’s Most Ethical Companies.
This year’s Box Appeal will run between the 15th of August and the 15th of September. For a full list of locations of where you can pick up boxes or for any further information please visit facebook.com/theboxappeal
For further information please contact:
Klara Zakis, Manager PR and Communication MENA
+971 50 457 9556, Klara.Zakis@Rezidor.com
About The Rezidor Hotel Group
The Rezidor Hotel Group is one of the fastest growing hotel companies in the world. The group features a portfolio of more than 400 hotels in operation and under development with 88,800 rooms in over 60 countries.
Rezidor operates the brands Radisson Blu Hotels & Resorts, Park Inn by Radisson and Country Inns & Suites in Europe, Middle East and Africa, along with the Club Carlson loyalty programme for frequent hotel guests. Under a worldwide licence agreement with the iconic Italian fashion house Missoni, Rezidor also operates and develops the new lifestyle brand Hotel Missoni.
In November 2006, Rezidor was listed on the Stockholm Stock Exchange. Carlson, a privately held, global hospitality and travel company, based in Minneapolis (USA), is the majority shareholder.
The Corporate office of the Rezidor Hotel Group is based in Brussels, Belgium.
For more information on Rezidor and this project, visit www.rezidor.com and www.unhcr.org
Radisson Blu Hotels & Resorts (formerly Radisson SAS Hotels & Resorts), part of The Rezidor Hotel Group, offers first class service, providing guests with a contemporary, upscale hospitality experience. Radisson Blu has received numerous awards for Best Hotel Chain and is renowned for its "Yes I Can!" spirit of service and the "100% Guest Satisfaction Guarantee".
September 2005 saw the roll out of a free broadband service across the portfolio - the first international hotel chain to offer this service.
Radisson Blu currently includes more than 255 hotels either in operation or under development and with almost 60,000 rooms in Europe, the Middle East and Africa.
For more information, visit www.radissonblu.com
Park Inn by Radisson is a fresh and innovative upcoming mid-market hotel brand – global in outlook, national in scale and local in operation.
The hotel brand prides itself ‘on mastering the essentials’ delivering a great affordable hotel experience within its class. Rooms are functional, comfortable, practical and most importantly clean and well maintained.
Park Inn currently has 145 hotels in operation and under development with more than 26,500 rooms across Europe, Middle East and Africa.
For more information, visit www.parkinn.com
North55 is a UAE-based independent creative consultancy specialising in corporate identity development, branding and interactive design.
Phone: 04 3911490
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