The Challenge
In September 2015, Ritz Carlton redesigned its logo and updated the Ritz Carlton brand for the first time in 32 years. They are attempting to modernize the brand and reach a somewhat younger audience: the “affluent tribe” of young, modern travelers that value luxury and status. We were given the task of creating a marketing campaign that targeted customers before, during, and after their stay. We were not given a budget, but asked to provide a campaign that could reach all potential customers and increase bookings through RitzCarlton.com. For this project, I worked with four other marketing majors that I met through the National Student Advertising Competition team at Clemson.
Consumer Insights
The insights we used to build our campaign were the result of both primary and secondary research. Most of our secondary research was done using a variety of online resources. We also contacted representatives from specific Ritz Carlton locations to get accurate information about room sizes, hotel costs, and current technology used. While the majority of our research consisted of understanding and solidifying the Ritz's brand identity, we gained valuable information by interviewing consumers from the target demographic. All of these insights came together and created a foundation for our ideas.
The Big Idea
We called our final campaign "The Ritz: Revolutionized". Our big idea was to create a luxury brand partnership with Apple that integrates the iWatch throughout each Ritz Carlton property to develop and enhance guests' experience. Whether it’s for unlocking a guest's room, booking a dinner reservation, or setting up a tee time for the golf course, the Apple iWatch would provide convenience that exceeds expectations. To supplement the iWatch, we proposed a redesign of the current app to better align with the recent rebrand while focusing on mobility, simplicity, and relevance. We also wanted to create a more personalized experience by sending tailored emails after booking that encourage guests to reserve an iWatch, download the new app, and begin planning their vacation using suggested events and activities that will take place during their stay. After their stay, guests would receive a customized gift box to remind them of their stay at the Ritz Carlton. Our team also proposed targeted ad spending on Instagram, Youtube, travel blogs of digital influencers, and relevant websites using digital bidding. We planned on utilizing the hashtag #RitzOnYourWrist to start a conversation about the Apple partnership through the appropriate social media channels.
Our team had the opportunity to present these ideas to Ms. Lisa Holladay, Ritz Carlton’s Vice President of Global Brand Marketing. She and Ms. Jamie Kerr, an Account Director at Team One, loved our ideas and were extremely impressed with our work.
This is a mockup of the iWatch with the Ritz logo that I designed.
This is a mockup of an iPhone app that I designed for the campaign.