The Ritz-Carlton Offers Travellers a Gift Like No Other in Campaign from Team One

These days, travel is a gift. In a world brought to a virtual standstill by a global pandemic, the 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 the latest campaign from The Ritz-Carlton which has started to roll out this month in Asia Pacific. The new campaign centers around giving and receiving gifts in the form of immersive experiences.

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. 

The integrated campaign includes a variety of elements spanning digital, OOH, print and social, highlighting unforgettable experiences across leisure destinations such as Bali, Chengdu, Kyoto, Maldives, Nanjing, Nikko, Shanghai and Xi'an. The 'Gift Like No Other' concept is brought to life through animations of gifts unwrapping, highlighting unique, local experiences lived through travel. 

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.