Ritz-Carlton Campaign Shares Memories Through 'Six Word Wows'

The new digital campaign for 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, with the hashtag, #RCMemories.

The decision by The Ritz-Carlton to place the campaign exclusively across social channels demonstrates the brand’s passion around involving the consumer in their messaging. Behind each Six Word Wow is an original guest story that can be discovered through visiting a collection of guest's Memories from Around the World.

The campaign is intended to expand upon the ads and brand platform that The Ritz-Carlton and Team One introduced in 2011 with the theme “Let us stay with you.”

Credits

Agency: Team One

Chief Creative Officer: Chris Graves

Group Creative Director: James Hendry

Copywriter: Brittany Benz

Group Account Director: Nick Teare

Account Director: Jamie Kerr

Account Executive: Andrew Tunnicliffe