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In a new brand platform which launches this month, The Ritz-Carlton Hotel Company L.L.C. showcases the core service philosophy that makes them a successful luxury lodging company, with the introduction of an entirely new communications approach. Disrupting convention in the hotel category, The Ritz-Carlton poses an alternative style of question to guests, asking ‘Let Us Stay With You’, thereby reversing the age-old approach of hotels asking guests to stay with them. Through the use of artwork, film, messaging, and digital experience platforms, guests are requested to allow The Ritz-Carlton to be much more than just a hotel; indeed to be that indelible memory that lasts a lifetime.
The campaign delivers the message in an intriguing fashion, drawing explicitly on a guests’ power of memory, by creating serendipitous moments that recall the beautiful facilities, one-of-a-kind on-site experiences, and services provided by the ladies and gentlemen of The Ritz-Carlton. “We worked with a dynamic cross-section of more than 35,000 ladies and gentlemen around the world to define the pillars of the new brand platform” said Chris Gabaldon, Chief Sales & Marketing Officer of the luxury hotel company. “We made a deliberate decision not to call this a ‘campaign’ or ‘advertising program’ because we feel this platform is so much more than that. It is a series of guidelines which inform how we interact with our guests, which new products and services we introduce, how we train and evangelize our employees, and even our design decor strategy.”
The brand platform addresses a primary priority that the organization believes is essential to the long-term success of The Ritz-Carlton within an evolving luxury consumer mind-set: To create guests for life through thoughtful touch points along their continuous journey as a guest. “The Ritz-Carlton is a brand that has proven the test of time and has continued to elevate its game to compete not only within the luxury hotel sector, but amongst the most elite luxury labels in the world” commented Herve Humler, President of The Ritz-Carlton. “We continue to deliver a unique blend of refined, yet relevant physical spaces, legendary service, superb craftsmanship by the ladies and gentlemen who work for the company, and innovative services; proof that our legendary icon only continues to improve”.
Unique to previous platforms used by The Ritz-Carlton, ‘Let Us Stay With You’ declares the company’s clear point of view by defining those rare and special things that characterize true luxury. Uniting guests around the world by speaking directly to those connected by their wants and needs, rather than their geography and culture.
Components of the platform include a comprehensive advertising campaign, complemented by a memory-evoking piece of film, the introduction of additional social media networks and a website re-design revealing one of the most engaging new executions on www.RitzCarlton.com. The featurette which will debut mid-October is a dynamic, ever-changing online portal that allows ladies and gentlemen to publically curate triumphant stories of luxury service and care, reinforcing that the brand represents a new era in the luxury conversation among consumers.
Applications of the fully integrated platform also extend into the social space. ‘We care deeply about how our guests interact with us even while they’re not in our hotels, which is why we’ve paid special attention to the role of social media across our guests’ journeys” says Gabaldon, “Digital initiatives such as our Foursquare World Concierge further support our efforts to stay with our guests where ever they are, and to add value to their lives even when they’re not traveling with The Ritz-Carlton.
‘Let Us Stay With You’ packages have also been simultaneously launched at Ritz-Carlton properties. ‘Discover With You’ opens a world of discovery in The Ritz-Carlton destinations, ‘Rejuvenate You’ offers a variety of tranquil spa moments and ‘Treat You’ carries the promise of the most exquisite surrounds of The Club Level.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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