In a new brand advertising platform launching this month, The Ritz-Carlton Hotel Co. will pose 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. Watch a sample video by clicking here.
Through the use of artwork, film, messaging, and digital experience platforms, the campaign will deliver the message in an intriguing fashion, drawing explicitly on a guest’s power of memory, by creating serendipitous moments that recall the hotels and services provided.
“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 for Ritz-Carlton. “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 décor strategy.”
The company says the brand platform addresses a primary priority: to create guests for life through thoughtful touch points along their continuous journey as a guest.
It further states in a press release that ‘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.”