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DAS: Case Study: Ritz Carlton & Team One
The document presents a strategy for The Ritz-Carlton aimed at defining and appealing to the global affluent customer, characterized by shared values such as mobility, success, status, networking, and consumption. It emphasizes disrupting traditional hotel norms by focusing on creating lasting memories and connections with guests, rather than just a transient stay experience. The brand seeks to engage customers through multi-platform storytelling and a unified approach, highlighting the importance of community and shared experiences.
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DAS: Case Study: Ritz Carlton & Team One
- 1. GLOBAL BRAND PLATFORM TheRitz-Carlton & Team One O tb r 4 2 1 co e 2 , 0 2
- 4. AGENDA • The Global Affluent Tribe • Disrupting a Category • The Idea • The Work 4
- 5. SETTING A NEWLUXURY AGENDA: Defining The Global Affluent Customer THE GLOBAL AFFLUENT TRIBE: Has more in common by virtue of what they love versus where they love. 5
- 6. SETTING A NEWLUXURY AGENDA: Defining The Global Affluent Customer 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. 6
- 7. SETTING A NEWLUXURY AGENDA: Disrupting the Hotel Category 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. 7
- 8. THE IDEA: Instead of asking guests to stay with us, we’ll ask them to let us stay with them.
- 9. THE HUMAN TRUTH: The Power of Memory.
- 10. THE BRAND TRUTH: The Power of 40,000 Ladies & Gentlemen.
- 11.
- 22. Let Us StayWith You In The Media: Creating and Sharing Memories in the Digital Space
- 23. Creating the conversation: wewanted to get the conversation we needed
- 24. Platform resonates acrossmedia categories
- 25. Let Us StayWith You on the road as you travel
- 26. Foursquare | InspiredDiscovery
- 27. Pinterest | CuratedInspiration
- 28. Twitter l Chatterfrom around the world in one place
- 29. Facebook l SharingMemories
- 30.
- 31. CONCLUDING THOUGHTS Consider whatunites your global target rather than differentiates them. Work against category norms. Multi-platform storytelling.
Editor's Notes
- #6 In order to speak to a global audience efficiently with a small marketing budget, we had to figure out how to speak to them as a whole rather than as a series of disparate regional targets. he Global Affluent Tribe have more in common by virtue of their affluence versus where they live. Our research identified the following five commodities as deep preoccupations for affluent consumers. Mobility (that life is comprised of a series of self-discoveries). Travel and mobility have always been passions of the affluent classes. Now, the Global Affluent Tribe has transcended the ZIP code not just on holiday, but during their broader lives of constant mobility. As a result, where they live is no longer a definition of who they are. Success (that creativity and talent are more impressive than inheritance and pedigree alone). The most important element of contemporary success for affluent consumers relates to creativity. An important and successful family is less necessary to accomplishing one’s own success. Success is now much more likely to be based on what one has created for oneself. Two software developers who started their business in a garage can now be among the upper affluent class. It is no longer about where they came from, but how they got to where they are. Status (that knowledge and connoisseurship have value). The definition of status has evolved: For the Global Affluent Tribe, it is increasingly based upon having unique knowledge and an evolved sense of connoisseurship. Connoisseurship is important in a globalized affluent culture because it distinguishes between those who understand and those who own without understanding. The Global Affluent Tribe defines itself by what they know, more than by the possessions they have. Networking (that having access to connecting with other like-minded people matters). Members of the Global Affluent Tribe consider themselves more alike, than different from, their global business peers. As they move through their world, meaningful connections with like-minded colleagues contribute to their sense of success and connoisseurship. They enjoy belonging to clubs, but not necessarily exclusive ones. A sense of inclusiveness is important to them as they navigate their world. Consumption (that purposeful and meaningful consumption beats wasteful consumption). For our target, consumption is a creative act of self-expression. A strong and emerging trend around consumption is of “ unconsumption ” or purposeful consumption in the name of something bigger, — a charity or a heightened spiritual reality. After the recession, affluents are turning their attention to making the same kind of cultural impact with their altruism that many attempted to do in the high-consumption years with purchasing alone. All five of these commodities are deep preoccupations of affluent consumers. While the expressions of the brand may sometimes be tailored to appeal to different levels of wealth in different regions, we should continue to focus on those ideas that bond the Global Affluent Tribe versus those that divide them.
- #7 In order to speak to a global audience efficiently with a small marketing budget, we had to figure out how to speak to them as a whole rather than as a series of disparate regional targets. he Global Affluent Tribe have more in common by virtue of their affluence versus where they live. Our research identified the following five commodities as deep preoccupations for affluent consumers. Mobility (that life is comprised of a series of self-discoveries). Travel and mobility have always been passions of the affluent classes. Now, the Global Affluent Tribe has transcended the ZIP code not just on holiday, but during their broader lives of constant mobility. As a result, where they live is no longer a definition of who they are. Success (that creativity and talent are more impressive than inheritance and pedigree alone). The most important element of contemporary success for affluent consumers relates to creativity. An important and successful family is less necessary to accomplishing one’s own success. Success is now much more likely to be based on what one has created for oneself. Two software developers who started their business in a garage can now be among the upper affluent class. It is no longer about where they came from, but how they got to where they are. Status (that knowledge and connoisseurship have value). The definition of status has evolved: For the Global Affluent Tribe, it is increasingly based upon having unique knowledge and an evolved sense of connoisseurship. Connoisseurship is important in a globalized affluent culture because it distinguishes between those who understand and those who own without understanding. The Global Affluent Tribe defines itself by what they know, more than by the possessions they have. Networking (that having access to connecting with other like-minded people matters). Members of the Global Affluent Tribe consider themselves more alike, than different from, their global business peers. As they move through their world, meaningful connections with like-minded colleagues contribute to their sense of success and connoisseurship. They enjoy belonging to clubs, but not necessarily exclusive ones. A sense of inclusiveness is important to them as they navigate their world. Consumption (that purposeful and meaningful consumption beats wasteful consumption). For our target, consumption is a creative act of self-expression. A strong and emerging trend around consumption is of “ unconsumption ” or purposeful consumption in the name of something bigger, — a charity or a heightened spiritual reality. After the recession, affluents are turning their attention to making the same kind of cultural impact with their altruism that many attempted to do in the high-consumption years with purchasing alone. All five of these commodities are deep preoccupations of affluent consumers. While the expressions of the brand may sometimes be tailored to appeal to different levels of wealth in different regions, we should continue to focus on those ideas that bond the Global Affluent Tribe versus those that divide them.
- #8 The hospitality category has long proclaimed to potential guests to come and stay with us. The stay was thought of and limited to the time that guests were on-property. From the moment that they arrived to the moment that they departed hotels talked about the wonderful experiences that they would have – the beautiful surroundings that they would be in – how pampered they would feel. This reduced the experience to how much could be squeezed into that finite amount of time and put a hard ending to it. Within the context of the category, we knew that we could stand out by flipping this idea on its head and asking guests if they would allow US to stay with THEM – which expands the hotel experience from one limited to the time guests step on property to the time that they leave – to one that spans the before and after experience as well.
- #9 The campaign tagline is "Let Us Stay With You." The Ritz-Carlton creates indelible memories in our guests. Long after they have stayed with us, the experience stays with them. The smallest everyday occurrence can trigger a memory and a deep, positive emotional connection to an exceptional place and time in their lives, all a result of their stay at The Ritz-Carlton.
- #10 The campaign tagline is "Let Us Stay With You." The Ritz-Carlton creates indelible memories in our guests. Long after they have stayed with us, the experience stays with them. The smallest everyday occurrence can trigger a memory and a deep, positive emotional connection to an exceptional place and time in their lives, all a result of their stay at The Ritz-Carlton.
- #11 The campaign tagline is "Let Us Stay With You." The Ritz-Carlton creates indelible memories in our guests. Long after they have stayed with us, the experience stays with them. The smallest everyday occurrence can trigger a memory and a deep, positive emotional connection to an exceptional place and time in their lives, all a result of their stay at The Ritz-Carlton.
- #12 The campaign tagline is "Let Us Stay With You." The Ritz-Carlton creates indelible memories in our guests. Long after they have stayed with us, the experience stays with them. The smallest everyday occurrence can trigger a memory and a deep, positive emotional connection to an exceptional place and time in their lives, all a result of their stay at The Ritz-Carlton.
- #13 Stories that stay with you – new section of the website that highlighted WOW stories.
- #14 The “Let us stay with you” featurette which brings together wow stories as well as relevant content from the various properties, events, and the ritz-carlton magazine that all go into creating these indelible memories that are the heart of the campaign.
- #16 The print ads each combined a visual trick along with a snapshot of a WOW story from The Ritz-Carlton. WOW stories are those times when one of the Ladies or Gentlemen has taken on a crucial role in helping to create an exceptional memory for one of the guests. The brand keeps track of these each year and they’re greatly lauded within the organization. Prior to this campaign, they weren’t really things that The Ritz-Carlton pushed back out to the world, but the “Let us stay with you” campaign opened that door. There is a snapshot of a WOW story in each of the print ads.