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Ritz-Carlton unveils new brand platform

Sep 25, 2011 2:30:46 PM - www.ft.lk

Luxury lodging company Ritz-Carlton is introducing a new brand platform ‘Let us stay with you’ that aims to create guests for life.
The brand platform, which launches this month, showcases the core service philosophy that makes Ritz Carlton successful with the introduction of an entirely new communications approach, said a senior official.

“We worked with a dynamic cross-section of more than 35,000 ladies and gentlemen around the world to define the pillars of the new brand platform” said Chris Gabaldon, chief sales & marketing officer of the luxury hotel company.
Disrupting convention in the hotel category, The Ritz-Carlton poses an alternative style of question to guests, asking ‘Let Us Stay With You’, thereby reversing the age-old approach of hotels asking guests to stay with them.
Through the use of artwork, film, messaging, and digital experience platforms, guests are requested to allow The Ritz-Carlton to be much more than just a hotel; indeed to be that indelible memory that lasts a lifetime.
The ‘Let Us Stay With You’ themed platform is an integrated communication strategy, produced by Team One of Los Angeles.
“We made a deliberate decision not to call this a ‘campaign’ or ‘advertising programme’ because we feel this platform is so much more than that. It is a series of guidelines which inform how we interact with our guests, which new products and services we introduce, how we train and evangelise our employees, and even our design décor strategy,” Chris noted.
The campaign delivers the message in an intriguing fashion, drawing explicitly on a guests’ power of memory, by creating serendipitous moments that recall the beautiful facilities, one-of-a-kind on-site experiences, and services provided by the ladies and gentlemen of The Ritz-Carlton, he added.
Components of the platform include a comprehensive advertising campaign, complemented by a memory-evoking piece of film, the introduction of additional social media networks and a website re-design revealing one of the most engaging new executions.
“The Ritz-Carlton is a brand that has proven the test of time and has continued to elevate its game to compete not only within the luxury hotel sector, but amongst the most elite luxury labels in the world,” commented its President Herve Humler.
“We continue to deliver a unique blend of refined, yet relevant physical spaces, legendary service, superb craftsmanship by ladies and gentlemen who work for the company, and innovative services; proof that our legendary icon only continues to improve,” he added.
‘Let Us Stay With You’ packages have also been simultaneously launched at Ritz-Carlton properties, said the luxury lodging company.
‘Discover With You’ opens a world of discovery in The Ritz-Carlton destinations, ‘Rejuvenate You’ offers a variety of tranquil spa moments and ‘Treat You’ carries the promise of the most exquisite surrounds of The Club Level, it added.

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