The bed wars were already underway.
Competitors were outspending Radisson by up to 500%.
Hotels in this segment were perceived as a commodity.

Bolin conceived and forged a partnership between Radisson and Select Comfort. With adjustable control settings, the Sleep Number® bed was the perfect reinforcement of Radisson’s Stay Your Own Way brand positioning. An integrated marketing campaign leveraged the awareness and brand equity of the Sleep Number® bed, Select Comfort’s $100 million marketing spend and 5 million satisfied bed owners.

Average room rate lift of 18% and dramatic increases in guest satisfaction scores.