Ritz Carlton’s new mantra hopes to stay with high end travelers.
September 19, 2011
The Ritz Carlton has a new mantra: Let Us Stay With You.
From the press release we are told that it is far more than an a advertising campaign but rather “a series of guidelines which inform how we interact with our guests, which new products and services we introduce, how we train and evangelize our employees, and even our design décor strategy.” In other words: a mantra.
Let me start out by saying I like this idea from Team One. As a copywriter, the play on words are irresistible. As a creative director, I recognize the bigness in its conceit. And it is a conceit. But who better to manage conceit than the Ritz Carlton?
Great hotels (and bad ones) stay with us, as does travel. We remember those precious days or weeks more so than any other. The hotels we stay in have a mythic importance. Every gesture, every nook and cranny register. Again, it stays with us. Therefore, “Let Us Stay With You” has a lot of potential as an organizing principle.
The so-called “Ladies and Gentlemen serving Ladies and Gentlemen” has been the Ritz Carlton’s calling card for years. Yet, as a hotel guest and observer of marketing, I can’t help feeling the notion got swept under the carpet…forgotten. It’s not one thing in particular driving this opinion just a general malaise. In many ways I think other luxury hotels (Four Seasons, Peninsula) have hijacked the Ritz Carlton brand, pushing it (deservedly or not) into a second tier. And so I think –assuming the brand has done its “housekeeping” that now is the perfect time to reintroduce the Ritz and that this potentially could be the perfect message.
I say potentially because a set of words and pretty pictures are just a beginning, for the property as well as Team One.
Aside: Just as I was finishing this piece I got an email from the Ritz Carlton directing me to their website asking me to stay with them.