Radisson Blu and Park Inn Hotels have jointly announced the re-launch and re-branding of its charity campaign The Box Appeal (formerly known as the ShoeBox Appeal) for 2011.

The campaign, held in conjunction with the Red Crescent, aims to provide labourers across the UAE with essential every day necessities. The charity drive, which aims to help more people than ever before in the Middle East region, runs until September 15.

Now in its 4th year, this is the first time that all Radisson Blu and Park Inn Hotels in the UAE are set to 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, said a senior official.

"To take part all participants have to do is pick up a box from any Radisson Blu or Park Inn Hotels in Dubai (such as the hotel in Burj Khalifa), 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,' explained 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,' he added.-TradeArabia News Service