2. Ritz-Carlton Introduction
“We Are Ladies and Gentlemen, serving Ladies and
Gentlemen”
•Brand name of luxury hotels and resorts all over the world
•77 locations located in major cities
•25 resorts in countries worldwide
•Featured on Zagat Top Survey Lists for dining, hotel, and
services
•A subsidiary of Marriott International
•32,000 employees around the globe
3. Goals For The Future
• Continue exceptional customer service and an unparalleled
hotel experience
• Enliven the customer’s senses, well-being, and fulfill their
unexpressed wishes and needs
• Interact with hotel guests and loyal customers even when they
are not staying with us
• Create guests for life through memorable moments throughout
their stay
• Keep up with social media platforms and their marketing
advantages
4. Challenges
• Continue repeat business with hotel guests
• Appeal to the emotionally engaged customer, not just the loyal
customer
• Balancing traditional luxury with the current luxury trends
today
• Keeping up with changing consumer preferences with regard to
value
• Having the right product, in the right location, for the right
5. A Picture Is Worth A Thousand Words
Using Pinterest to Engage Consumers In An Exciting Showcase of Our Locations
• Employ a single brand presence to curate experiences and
memories
• Incorporate high-quality, rich media that amplifies valuable
content to the customer
• Exhibit the wishes and dreams of potential guests on our
boards
• Ritz-Carlton on Pinterest
• Let the customers share their experiences and stories with
6. Ritz-Carlton On Facebook
• Highlight photos and videos uploaded by customers and
employees
• Exquisite views and luxurious offerings from every location
• Key information updated by Ritz-Carlton Hotel Company, LLC.
• Display messages and status’ from current and future guests
• Contact information for reservations, brand news, company
initiatives
• Ritz-Carlton on Facebook
7. Let Us Stay With You
Ritz-Carlton On Twitter
• Tweeting for the luxury traveler from 77 hotels and resorts
around the globe
• Pursuing the images and unique characteristics of each hotel
location
• Tweeted pictures, videos, and updates from our loyal
customers
• Sharing the distinct qualities of our core value with customers:
luxury at its finest
8. Promotional Contest With Instagram
• Partner with photo sharing application, Instagram, to promote
customer experiences and lifestyles
• Enter contest by sending in your opaque-tinted photo of your
adventure at a Ritz-Carlton resort
• Winners will be announced every month for the calendar year
of 2013
• Prize: Free weekend stay at your choice of Ritz-Carlton hotel or
resort, airfare included
• Upload to Ritz-Carlton Facebook page or Twitter under: Ritz-
Carlton Instagram Guest Experience
• If under 25, must have legal guardian approve hotel
reservations and airfare tickets
• Use promotion to gain more customer exposure, and continue
to display our promise of an outstanding experience with every
stay
9. Measuring Success
• We partner with a social •Google AdWords:
media agency in Boston 1. Ritz-Carlton Instagram
called Pandemic Labs 2. Ritz-Carlton contest
• Act as strategic partners, and 3. Luxury hotels
help build our brand 4. Hotel photo promotion
appropriate assets
• Real-time information from
the public
• Tracking consumer
sentiment on our brand, and
the competition’s
• High-level metrics: mention
volume, topical affinity, and
where to spend advertising
dollars
• Proper development of
campaign content by
enriching social media
presence
10. Budget And Timeline
• The proposed budget to run this promotional contest is around
$2 million
• Highest costing weekend stay is about $60,000 including
airfare, 12-month promotion= total of $720,000
• $1 million evenly split between room and airfare, and the
resources needed to promote Instagram throughout Ritz-
Carlton social media sites
• Promotion scheduled for 2013 calendar year
• Expecting most inflow of uploaded customer photos during
Holiday months
