DAS: Case Study: Ritz Carlton & Team One
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GLOBAL BRAND PLATFORM The Ritz-Carlton & Team One October 24, 2012
description
Team One created a new brand platform for The Ritz Carlton. The "Let Us Stay With You" campaign declares the company's point of view by defining those things that characterize luxury. The Ritz Carlton is now using this platform as its operating platform for all of its hotels. Hear from the team behind the work about the challenges and results of this campaign. Presenters: Allison Sitch, vp, global public relations, The Ritz-Carlton @ritzcarlton Nick Teare, global group account director, Team One @TeamOneUSA
Transcript of DAS: Case Study: Ritz Carlton & Team One
GLOBAL BRAND PLATFORMThe Ritz-Carlton & Team One
October 24, 2012
AGENDA
• The Global Affluent Tribe• Disrupting a Category• The Idea• The Work
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SETTING A NEW LUXURY AGENDA:Defining The Global Affluent Customer
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THE GLOBAL AFFLUENT TRIBE:
Has more in common by virtue of what they love versus where they love.
SETTING A NEW LUXURY AGENDA:Defining The Global Affluent Customer
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THE GLOBAL AFFLUENT TRIBE:
United by 5 key values•Mobility: Voyages of (self) discovery.•Success: More routes to affluence.•Status: Ownership connoisseurship.•Networking: Membership and belonging.•Consumption: Shopping and giving back.
STAYING THEN:On-property for a finite period of time. Come and stay with us.
STAYING NOW:Before, during and after the “stay” for an enduring time.
SETTING A NEW LUXURY AGENDA:Disrupting the Hotel Category
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Instead of asking guests to stay with us, we’ll ask them to let us stay with them.
THE IDEA:
The Power of Memory.
THE HUMAN TRUTH:
The Power of 40,000 Ladies & Gentlemen.
THE BRAND TRUTH:
THE PLATFORM:
Let Us Stay With You In The Media: Creating and Sharing Memories in the Digital
Space
Creating the conversation:we wanted to get the conversation we needed
Platform resonates across media categories
Let Us Stay With You on the road as you travel
Foursquare | Inspired Discovery
Pinterest | Curated Inspiration
Twitter l Chatter from around the world in one place
Facebook l Sharing Memories
#RCMemories
CONCLUDING THOUGHTS
Consider what unites your global target rather than differentiates them.
Work against category norms.
Multi-platform storytelling.
