AGENCY
Chris Graves, Chief Creative Officer
Julie Michael, Chief Executive Officer
Mark Miller, Chief Strategy Officer
Nicole Cestaro, Group Strategy Director
John Coelho, Group Account Director
James Hendry, Group Creative Director
Adrienne Ford, Associate Creative Director
Tiffany Giraudon, Art Director
Caroline Hix, Copywriter
Sam Walsh, Director, Content Production
Brian Gibson, Executive Producer
Amanda Garcia, Account Executive
Grace Emery, Senior Project Manager
Erick Sosa, Associate Producer
Khadijha Jenkins, Digital Producer
David Voliva, Associate Director, Print Production
Scholastica Park, Studio Director
David Peake, Director, Business Affairs
Jessica Solorzano, Senior Manager, Business Affairs
Marlena Frantzides, Managing Counsel
M1M, A Bespoke Publicis Groupe Solution
BJ Hatcher, Senior Vice President, Client Management
Christina Wong, Vice President, Client Management
Jill Devaney, Vice President, Content
Julie Wigand, Director, Media
Lauren Muskovac, Associate Director, Media
Melanie Charyton, Associate Director, Media
Anna Maner, Media Planner
Andrea Vargasarias, Media Associate
SUMMARY
In launching a campaign focused on the transformational benefits of a hotel stay rather than the luxurious amenities provided, The Ritz-Carlton aimed to recover business performance, modernize its image, and attract elusive younger consumers. In the six months after campaign launch, The Ritz-Carlton had already eclipsed every key business, perceptual, and campaign metric in every country. Average daily room rates increased by 21.2%, relevance grew by as much as 16.6%, modernity grew by as much as 30%, and consideration amongst <55 consumers grew by as much as 39.3%.
