The Ritz-Carlton Hotel Company Shares Guest Stories With "Six Word Wows"
Pays Homage to Ernest Hemingway's Classic Line; Any Great Story Can Be Told In Six Words
CHEVY CHASE, Md., May 13, 2014 /PRNewswire/ -- In a new digital campaign launching today, The Ritz-Carlton Hotel Company, L.L.C. will share eight original guest stories, each told in just six words. The unique execution will appear across multiple social media platforms and is designed to encourage guests of the luxury brand to share their own memories and stories in six words.
The concept takes its cue from novelist Ernest Hemingway, who, according to literary legend, was once challenged to write a short story in only six words: "For sale: baby shoes, never worn." Suitably in today's digital world, The Ritz-Carlton has rolled out the series of Six Word Wows to their highly engaged audience across social channels such as Facebook, Instagram, Sina Weibo, Twitter, Pinterest, and Google+, in English and Mandarin.
"The Six Word Wows are yet another way for us to celebrate the special memories that guests take away from a visit to our hotels all over the world," commented Ed French, Chief Sales and Marketing Officer of The Ritz-Carlton. "We have known and been passionate about the stories created every day by our ladies and gentlemen for some time. They are in no small part the underpinning of our brand platform, 'Let Us Stay With You'. We all have stories to tell, some grand, some personal, but most that we have an emotional connection to. Today, people share their memories online in the social sphere - it's the modern day campfire. What we needed was a way to enable our guests to share their stories in a faster, easier-to-digest way through social media, without losing the power of them."
The decision by The Ritz-Carlton to place the campaign exclusively across social channels demonstrates the brands passion around literally involving the consumer in their messaging. Behind each Six Word Wow is an original guest story which can be further discovered through visiting a collection of guest's Memories from Around the World.
"The campaigns creative solutions draw explicitly on our guests' power of memory. The idea is to create serendipitous moments through that recall the beautiful facilities, one-of-a-kind on-site experiences and services provided by the ladies & gentlemen of The Ritz-Carlton," added French. 'Now we are inviting all of our guests to hashtag #RCMemories their personal six word tales online."
About The Ritz-Carlton Hotel Company, LLC
The Ritz-Carlton Hotel Company, L.L.C., of Chevy Chase, Md., currently operates 85 hotels in the Americas, Europe, Asia, the Middle East, Africa, and the Caribbean. More than 30 hotel and residential projects are under development around the globe. The Ritz-Carlton is the only service company to have twice earned the prestigious Malcolm Baldrige National Quality Award, an award that originated in 1987. Its purpose is to promote the awareness of quality excellence, recognize quality achievements of companies and publicize successful quality strategies. The Ritz-Carlton Hotel Company won the award in 1992 and 1999. For more information, or reservations, contact a travel professional, call toll free in the U.S. 1-800-241-3333, or visit the company web site at www.ritzcarlton.com. The Ritz-Carlton Hotel Company, L.L.C. is a wholly-owned subsidiary of Marriott International, Inc. (NASDAQ: MAR).
The Six Word Wow campaign was produced by Team One out of Los Angeles.
About Team One
Headquartered in Los Angeles, California, and a division of Saatchi & Saatchi, Team One is a full-service marketing communications agency. Our particular strength is creating intimate connections between aspirational brands and the people who aspire to them. To that end, Team One provides comprehensive brand consultancy, strategic planning, media planning and buying, social media, brand advocacy, relationship (direct) marketing, event marketing/promotions, digital and mobile development, point-of-sale merchandising, public relations, package design and full creative and production services in all channels.
Team One regional offices are in New York, Chicago, Atlanta, and Washington, D.C.
SOURCE The Ritz-Carlton Hotel Company, L.L.C.