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Ritz carlton campaign 2011


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Ritz carlton campaign 2011

  1. 1. Welcome! We are
  2. 2. Meet Our Team Chris Calandra Experience: Dan Cresci • Providence College Students Rebecca Duchi • Marketing Majors Katherine Hasler • Background: Dr. Jelinek’s Maureen Lowe Promotional Strategy Class Meredith Maher
  3. 3. U.S. Virgin Islands
  4. 4. St. Thomas Resort
  5. 5. The Ritz-CarltonMotto At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and Gentlemen serving Ladies and Gentlemen." This motto exemplifies the anticipatory service provided by all staff members.The Credo• Genuine care and comfort  highest mission.• Pledge to provide finest personal service and facilities• Warm, relaxed, refined ambience• Experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes Source: Ritz-Carlton
  6. 6. Project Overview SWOT Analysis  Featured Events Target Market  Budget Creative Brief – Breakdown of Total IMC Campaign Expenditures – Magazines  Creative Pitch – Print Advertisement – Why this will work – Email blast – Newspaper – Internet Banner
  7. 7. SWOT AnalysisStrengths Weakness• Strong, well-known brand name • Expensive in a poor economy• High Quality • Only attainable to the wealthy• Top of the line customer service• Able to charge higher fee for quality service and name• Do not have to sacrifice standards to reach customerOpportunity Threats• Attracting large groups of people - • Economic conditions weddings, events, trade events • Other luxury hotels with• Advertising to upper class in competitive offers retirement with money to spend• Marketing to wealthy women whose children have grown, & are looking to create memories
  8. 8. Target Market Focus: Female Travel Companions Women control $5 trillion in U.S. business and consumer spending & influence 80% of all such spending nationally Target Market traveling in record numbers: – Women traveling with sisters, mothers, best friends Source: Market Metrix
  9. 9. Target SegmentGender: FemaleAge Range: – 45-65 years oldHousehold Income: – Wealthy, Upscale, Upper-Middle Class, $75,000+ annual IncomeEducation: – Post- graduate degree and College graduate
  10. 10. Target market Demographics: Lifestage Accumulated Wealth Baby Boomers with adult children; prime audience for print media, expensive cars and frequent vacations Midlife Success Childless singles and couples in their thirties and forties. Big fans of the latest technology, financial products, aerobic exercise, and travel. Young Accumulators are slightly younger and less affluent  large families with comfortable, upscale lifestyles.  favor outdoor sports, technology and adult toys like powerboats, and motorcycles.  media tastes lean towards cable networks targeted to children and teenagers. Source: Prism
  11. 11. Target Market Demographics: Social Group Elite Suburbanites: upscale incomes- can afford to spend heavily on technology, powerboats, books, magazines, luxury cars and exercise equipment Urban Uptowns: enjoy the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology Affluentials: lower median income- still enjoy comfortable, suburban lifestyles; big fans of health foods, computer equipment, consumer electronics Source: Prism
  12. 12. Target Market ThemesWomen who love foreign travel Heavy involvement with computers, the internet and wireless technologyEnjoy active lifestylesHealth conscious
  13. 13. Target Market & the Premium Experience Happiness: 66% of the women describe themselves as "very happy”  The Experience: bonding with friends & family Health: Physical and mental health is a high priority Target market -10 pounds lighter than average  The Experience: Wellness retreats, spa retreats Activity levels: 52% can be identified as highly active  The Experience: women’s adventure vacations, golf vacations Source: Gallup
  14. 14. Creative BriefObjective: To attract our already strong “elite” female target market and bring in a new female market for this once in a lifetime experienceTarget Audience: Women ages 45-65, Wealthy, Upper-Middle $75,000+ annual income, post- graduate degree and College graduateMessage Theme: Making memories and the luxurious experienceSupport: With our plan to incorporate the Ritz’s daily activities with the three “Main Events” at the “If You Can Dream It…” event, we will be able to attract these women in our target market by offering something new and fresh to the elite class.Constraints: TradeMark, Logo, The ability to reach the different “average Joe’s” in our target market if they know what the Ritz Carlton stands for. We hope to reach our target market with the budget we have set.
  15. 15. Creative Brief: Objective To attract our already strong “elite” femaletarget market and bring in a new female market for this once in a lifetime experience
  16. 16. Creative Brief: Message Theme• “Girls Getaway”• Focus on the luxurious experience• Making memories
  17. 17. Creative Brief: Support• Recent trends have proven that travelers enjoy an experience• Despite the bad economy, affluent consumers are likely to still spend money on travel
  18. 18. Slogan Let us stay with youWhy we chose to stay with current slogan:• Recently changed, revamped entire marketing efforts• Sales have gone up in the past year• Has brought success for the organization• We believe in this slogan• Want it become well-known with the brand• Goes along with our IMC: Experience is worth more
  19. 19. Sub Slogan Don’t Just Dream It• Appealing to elite audiences• Ties in with our IMC “all about the experiences”• Short, to the point, but eludes to more• Posing a question in audience’s mind: want to find out what they’re missing
  20. 20. IMC Campaign
  21. 21. Featured Events• Sunset Cruise• International Wine Tasting• Bulgari Spring Collection Exclusive Premiere
  22. 22. Print Media: Magazines  Average Income: ELLE women are Demographic:  Affluent is $293,064 Audience Main focus sophisticated, 89.1% Women  Median Household Average Net Worth:  women’s fashion Age: 45.8% modern, self $3.7 million$94,815 Income: Demographic:assured 55+ 35-54,  Graduated 52% under 45,College:  72.5% Women 46% High purchasing Household 67% age: 45+ Household MedianIncome: power  Gender: 59% male  Income: 125K + 66.4%150k Excellent taste 51% Women readers, 41% female $75,055.40 +46%
  23. 23. You are invited to an Exclusive event Just for you and your Girlfriends. many activitiesAWAIT you including: A sunset cruise on the Atlantic, A jewelry premier of the bulgari spring line & an international wine tasting night. 6900 Great Bay, St. Thomas, U.S. Virgin Islands 00802 U.S.A. * Phone: (340) 775-3333
  24. 24. You areinvited to an Exclusive event Just foryou and your Girlfriends. manyactivities AWAIT you including:A sunset cruise on the Atlantic,A jewelry premier of the bulgari spring line & an international wine tasting night. 6900 Great Bay, St. Thomas, U.S. Virgin Islands 00802 U.S.A. Phone: (340) 775-3333
  25. 25. Email Blast Only send to thefemale database of“Ritz-CarltonCommunity email”“Click Here”internet linkHow does one Click here for detailsbecome a member? Why maintain this?
  26. 26. Newspaper ColumnNational Implementation New York Times Wall Street Journal Boston Globe Despite decliningreadership, our targetaudience still reads thenewspaper
  27. 27. Internet Banner Click here for detailsBlog Statistics• 90% of moms and 76% of women in general are online• As of July 2011, an estimated 164 million blogs exist, the U.S. makes up 49%• 18.3 million internet users who are moms read blogs once a month Source: E-Marketers online and RightMix Marketing
  28. 28. Popular Blogging Sites for 2,286 UMV  108,478  3,207 UMV UMV Articles about  expensive  Press releases, up to staying fit, watches, date news, and exercising and jewelry, and articles about eating healthy clutches women in the for women business world
  29. 29. Competition SpendingOrient-Express Hotels Theme: “Embark on a journey like no other.” Agency: Chandelier Creative Budget: $1 millionLuxury Collection Theme: “Life is a collection of experiences. Let us be your guide.” Agency: Atmosphere Proximity Budget: $700,000 Source:
  30. 30. Previous Budget trendAccording to Kantar Media, part of WPP,The Ritz-Carlton Hotel Company L.L.C. spent on advertising: – 13.5 million on ads last year – $9.1 million in 2009 – $17.6 million in 2008 – $22.1 million in 2007 Source: New York Times
  31. 31. Total Expenditures 25% 27% Magazines Email Blast Newspaper14% Internet Banner 14% Featured Events 20%
  32. 32. Creative Pitch We’re a full-service advertising agency that successfully combines traditional and digital marketing. We have proven success in targeting the female market. Our agency has experience in the hospitality industry with proven success in the luxury hotel space. We are driven toward results: our clients are our best references which we will be happy to provide to you One of a handful of marketing agencies to receive the PRWeek Magazine Award, the highest accolade given each year to the best corporate, nonprofit and agency teams.
  33. 33. Thank You Chris Calandra, Dan Cresci, Rebecca Duchi, Katherine Hasler, Maureen Lowe, and Meredith Maher