CHEVY CHASE, MD, July 23, 2014 – How does a luxury hotel company bring its brand to life and showcase a memorable performance by highly skilled artists in China? It recruits one of the nation’s finest performance arts troupes to offer spontaneous acrobatic shows in Shanghai, and then shares the beautiful video content with a global digital audience.
The Ritz-Carlton has launched a two and a half minute film highlighting impromptu performances by entertainers in Shanghai. Titled ‘Miao’, which means mysterious and full of wonder in Mandarin, the show celebrates the combined world of luxury and Chinese hospitality, telling the story of a memorable stay for two guests at a Ritz-Carlton hotel.
The video is designed to bring The Ritz-Carlton experience to life in a new and unexpected format that would be exciting to today’s social media savvy guests. It begins backstage as the performers prepare themselves for this magical evening. From the bellboys’ warm welcome, to a singing chef and a spectacular grand finale, the performers dance, sing and flip through the air in front of a live audience outside The Ritz-Carlton Shanghai, Pudong.
“The energetic performance is one way to highlight our rich heritage and create dialogue around the ladies and gentlemen who create memories for our guests every day,” said Ed French, Chief Sales and Marketing Officer of The Ritz-Carlton. “Performance Arts are universal and so we created this campaign specifically with social media and the digital space in mind to reinforce our values in an unexpected format for a luxury brand.”
The dramatic and custom-created live performances immersed audiences with a one-of-a-kind blend of choreography that married international performance art with Chinese acrobatics. The shows are also designed to encourage audiences to share their experiences via their social media channels using The Ritz-Carlton hashtag #RCMemories.
Over a year in the making, the performances follow a couple’s check-in to a Ritz-Carlton and each stage of their stay. “The ladies and gentlemen of The Ritz-Carlton consistently seek ways to surprise and delight guests. This film is a nod to our authenticity as a customer-centric organization, while demonstrating how we empower our people to create experiences every day,” added French.
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