USA – Global travel has been on its toes ever since countries have been slowly opening up on the back of aggressive vaccination drives. In line with this, travel brands are gearing up to once again touch base with travelers and remind them of what they have to offer for consumers’ repressed wanderlust.
The Ritz-Carlton, the global luxury hotel chain headquartered in the US, is one of them and in partnership with long-time agency partner Team One, the hotel chain is bringing to Asia-Pacific a campaign highlighting travel as a ‘gift’.
Truly in these times, the capability to travel can only be seen as a boon. Titled ‘A Gift Like No Other’, the campaign presents visually appealing sceneries and iconic recreational activities spotlighting how travel presents as a gift of ‘escape’, ‘discovery’ as well as ‘tranquility’ and the like.
Through the years-long partnership of Team One and the global hotel company, both have been capturing The Ritz-Carlton’s ‘Let Us Stay With You’ ethos for their US-based campaigns. The campaign, which is the first work the agency spearheaded for the brand for the APAC region, is an extension of the said expression.
According to Team One, the campaign was informed by insights from The Global Affluent Tribe™, its pioneering research program which examines the lives of affluent people across the globe. The study found that these types of travelers are passionate about exploring, observing, and challenging the different facets of life, fully understanding that personal interests and new experiences are essential to an authentic life.
Team One’s CEO Julie Michael said, “In creating this campaign, our team leaned into these important insights by showing how travel today is about much more than the destination, and staying at a Ritz-Carlton hotel or resort uniquely enables the gift of creating enduring memories.”
Meanwhile, Jennie Toh, vice president for brand marketing and management for Marriott International in APAC, the hotel chain’s parent company, commented, “It is the shared human experience of giving and receiving that sustains some of life’s most meaningful connections. This campaign brings this concept to life, connecting with a desire from our guests for immersive and enriching experiences.”
Toh adds, “This is a wonderful opportunity to rediscover the incomparable gifts that come with travel, exploration, and learning, combined with the legendary service and personal connections delivered by the Ladies & Gentlemen of The Ritz-Carlton.”
The campaign aims to create awareness for the luxury brand and its newest hotel in the Maldives, and hotels in China, Japan, and Bali, helping the hotel group stand out as a unique player in a market that’s become crowded with other luxury properties.
The integrated campaign includes a variety of elements spanning digital, OOH, print, and social. Aside from the main 90-minute spot, additional 30- and 15-second spots have also started to roll out across various international markets including Japan, China, and the Maldives.