Inspiring Travel and Fostering Brand Affinity
Through immersive content and smart collateral, The Ritz-Carlton positions itself as an arbiter of luxury travel and style.
An engaging content hub allows The Ritz-Carlton to become part of the planning and inspiration process when its guests (and potential guests) start to think about their next trip. Rather than publishing the same old stories readers can find on dozens of different travel sites, The Ritz-Carlton breaks the mold in creating content that informs and inspires.
Journey Into The Ritz-Carlton
To reinforce the brand’s reputation as a trusted resource for luxury travelers, The Ritz-Carlton launched Journey Into The Ritz-Carlton — an immersive content hub highlighting the brand’s travel expertise. Casual Astronaut collaborated with the luxury hotel brand to help create travel and lifestyle content that ranges from weekend itineraries and culinary trend pieces to a video with Jean-Michel Cousteau highlighting his eco-friendly adventure program.
Planning Your Trip
In an effort to truly help travelers plan their stay, The Ritz-Carlton tasked C/A with creating location-specific guides for each of their 100-plus properties. Working with travel writers and on-property experts around the world, we created unique itineraries for each destination, from Bali to Berlin, along with destination- and activity-specific guides on what to pack and what to reserve.
Articles and Website Content
A great travel content site should offer more than the usual roundup of must-see attractions and restaurant recommendations. C/A taps top travel writers fluent in rich storytelling to share unique travel experiences, giving readers insight into what makes a particular destination so special.
Branding & Collateral
For residents and guests of The Ritz-Carlton Residences and The Ritz-Carlton Destination Club, C/A created a series of collateral that ties back to the brand’s legendary service. Working within the existing Ritz-Carlton brand standards, we designed special occasion notecards, in-room amenity menus and destination-inspired recipe cards to help foster each property’s connection with its guests.
From segmented landing pages to event sites and brand partnerships, C/A designed a variety of digital destinations for The Ritz-Carlton. When the brand wanted to incorporate destination-specific itineraries and packing guides into each property page, we created a page that could both inspire guests and help guide travelers further along into the planning path.
To showcase some of The Ritz-Carlton’s stunning properties and locations, C/A partnered with the brand to conceptualize and storyboard original video assets, as well as provided scriptwriting services. For The Ritz-Carlton, Dove Mountain in Arizona’s Sonoran Desert, we created a behind-the-scenes look at what goes into hotel design, while at the brand level, we helped bring Jean-Michel Cousteau’s Ambassadors of the Environment program to life via video.