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Ritz Carlton
- 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 TheFuture • 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 repeatbusiness 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 IsWorth 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 StayWith 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 WithInstagram • 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