Pays Homage to Ernest Hemingway’s Classic Line; Any Great Story Can Be Told In Six Words
CHEVY CHASE, Md. – May 13, 2014 – In a new digital campaign launching today, 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.
‘The Six Word Wows are yet another way for us to celebrate the special memories that guests take away from a visit to our hotels all over the world” commented Ed French, Chief Sales and Marketing Officer of The Ritz-Carlton. “We have known and been passionate about the stories created every day by our ladies and gentlemen for some time. They are in no small part the underpinning of our brand platform, ‘Let Us Stay With You’. We all have stories to tell, some grand, some personal, but most that we have an emotional connection to. Today, people share their memories online in the social sphere – it’s the modern day campfire. What we needed was a way to enable our guests to share their stories in a faster, easier-to-digest way through social media, without losing the power of them.”
The decision by The Ritz-Carlton to place the campaign exclusively across social channels demonstrates the brands passion around literally involving the consumer in their messaging. Behind each Six Word Wow is an original guest story which can be further discovered through visiting a collection of guest’s Memories from Around the World.
“The campaigns creative solutions draw explicitly on our guests’ power of memory. The idea is to create serendipitous moments through that recall the beautiful facilities, one-of-a-kind on-site experiences and services provided by the ladies & gentlemen of The Ritz-Carlton” added French. ‘Now we are inviting all of our guests to hashtag #RCMemories their personal six word tales online.”
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