A 3-minute film accompanies the campaign's shiny new print ads (one of them is pictured above), which have been appearing in the pages of travel magazines and newspapers. The clip, which flashes the same two words ("Let us...") juxtaposed with different appealing scenarios , is designed to be a "dynamic, ever-changing online portal that allows ladies and gentlemen to publicly curate triumphant stories of luxury service and care." Which would lead us to think that guests can submit their own ideas of 'unforgettable experiences' to be brought to life in the film as well. But no clear submission process has been announced.
Though, keep in mind, the hotel does not want this to be called a "campaign" or "advertising program." Because that would be dirty. Instead, this is a "Brand Platform" that rolls out images and slogans and propaganda in ways very similar to advertising campaigns. But we won't hold it against them. If a picture with some well-placed text is capable of getting people to book a stay at a Ritz-Carlton of their choosing, then they've done a good job.
And why wouldn't it be successful? According to Chief Sales & Marketing Officer Chris Gabaldon:
"We worked with a dynamic cross-section of more than 35,000 ladies and gentlemen around the world to define the pillars of the new brand platform.
[The platform] is 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."
Yeah, yeah. But how can we get our hands on some baby turtles? Those cute little guys can stay with us any day of the week!