Ritz-Carlton asks, "Let Us Stay With You"

Photo Credit

Photo Credit

 

The top advertisement reads:

"Let us invent a drink in your honor.

Let us transform your room into a tropical paradise. Let us turn a weekend getaway into a honeymoon you never thought you’d have.

Let us create a memory so indelible, you’ll savor it long after you’ve left.

Let us stay with you." 

In rough economic times, luxury brands are having difficulty selling their products. Consumers are spending more on convenience items and steering away from expensive cars, clothes and hotels. Luxury hotel chain, Ritz-Carlton, has made a $10 million effort to change consumers' attitudes and shine a new light on their product's attributes. Instead of the usual emphasis on thread count of Egyptian sheets, fluffy bathrobes and complimentary stocked mini fridges, The Team One advertising agency has brought the focus to Ritz-Carlton's intangible product; memories. This new brand platform replaces the typical hotel-chain slogan, "Please stay with us" and instead poses, "Let us stay with you."  This immediately takes the consumer's focus away from a begging brand and transfers the focus internally.  The consumer starts to imagine himself on vacation with his girlfriend, fiance, co-workers or family.  He envisions the 'ladies and gentlemen' of the Ritz-Carlton staff waiting on him hand and foot, doing anything to make sure he is comfortable and that he can make the most remarkable memories.  
 
The new communication approach not only tries to sell the intangible good (memories), but it is also an attempt to broaden the target market. Ritz-Carlton customers are typically between the ages of 40-60. However, with the new advertisements circulating around Facebook, Twitter, Tumblr and Foursquare, Ritz-Carlton intends on extending their brand value and attracting the "29 year-old investment banker." The Ritz-Carlton Hotel Company wanted to change its brand image to be a little more hip and sexy, and shed the perception of being old and stuffy. By positioning these new advertisements in areas that the new target customers use daily, the brand will occupy their minds, without getting the feeling of invasion. The use of the familiar websites also makes the customers feel more comfortable with the brand, and helps to tear down any stigmas the brand may carry in their eyes.


What do you think? Will consumers gladly let the new sophisticatedly sexy Ritz-Carlton stay with them?


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NYT Article

Agency website: Team One, USA
Creative Director: James Hendry
Art Director: Steve Hanlon
Copywriters: Phil Henson, Emily McDowell, Simon Mainwaring, Kevin Raich
Illustrator: Tom Saputo
Photographer: Geof Kern

The Print Ad titled Cucumber Eyes was done by Team One advertising agency for product: The Ritz-carlton Luxury Hotel (brand: Ritz-carlton) in United States. It was released in the Sep 2011.