The Reel 360 Team suddenly wants to book a stay at a Ritz-Carlton. These days, travel is a gift. Especially in a pandemic. This absence of real human interactions – a smile, a chance to genuinely connect – has prompted a search for new meaning and meaningful connections. That insight sits at the center of this immersive campaign from the luxury hotel chain. .
The Ritz-Carlton has tapped its long-time agency partner, Team One, to bring to life “A Gift Like No Other,” aimed at creating awareness for the luxury brand and its newest hotel in the Maldives, and hotels in China, Japan and Bali, helping the hotel group standout as a unique player in a market that’s become crowded with other luxury properties.
This is the first work Team One has spearheaded for the brand in the Asia Pacific region.
In the many years, Team One and the brand have partnered on US-based campaigns, the team has always captured the fact that the ladies and gentlemen of The Ritz-Carlton go above and beyond, and the concept for this new effort is an extension of that, an expression of the luxury brand’s “Let Us Stay With You” ethos.
The campaign was informed by insights from The Global Affluent Tribe, Team One’s pioneering research program which examines the lives of affluent people across the globe. The study found that these 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. Luxury travelers are seeking unique experiences that enrich themselves and their loved ones at the moment.
“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,” said Jennie Toh, Vice President, Brand Marketing and Management, Asia Pacific, Marriott International, adding, “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 “Gift Like No Other” concept is brought to life through animations of gifts unwrapping, highlighting unique, local experiences lived through travel. We plunge into unforgettable experiences across glorious destinations such as Bali, Chengdu, Kyoto, Maldives, Nanjing, Nikko, Shanghai and Xi’an. Watch below:
Additional :30- and :15-second spots have also started to roll out across various international markets including Japan, China and the Maldives.
Intentionally choosing a digital-first approach, to meet consumers where they could explore and book with The Ritz-Carlton, the campaign’s main objective is to build brand awareness.
“Our longstanding Global Affluent Tribe study has tracked the travel category for 10+ years, but never before have we seen the transformations happening now. Travelers around the world are booking trips again, but rethinking what’s important to them — to deeply focus on family, friends, and even important business relationships,” said Team One CEO, Julie Michael.
Michael adds, “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.”
The integrated campaign includes a variety of elements spanning digital, OOH, print and social.
