With Meta’s growing shift to video, The Ritz-Carlton saw a fresh chance to share its defining moments as they were meant to be seen on social media and digital platforms — through the short-form, evocative video storytelling of the Signatures Campaign.
Overall objectives:
Through social media, share the defining moments that happen at our hotels around the world each day to a larger audience in an engaging way.
Expand on the stories of our staff, further sharing moments of how our associates around the world make unforgettable memories for guests.
When creating hotel experiences, The Ritz-Carlton uses the concept of Scenography — the search for a property’s defining moments that unite culture, landscape, and people.
While these defining moments go on each day at Ritz-Carlton properties, presenting them on social media has proven a challenge in the past. Fitting together their rich background stories and experiential visuals requires a smart approach to immersive visual storytelling.
Using Instagram Reels, the Signatures Campaign opens a window onto these defining moments, from music on the bluffs in Half Moon Bay to a perfectly crafted cocktail in Cleveland.
Professionally-captured vertical video creates a full frame mobile experience, with sound, editing, and brief runtimes heightening interest and engagement. Evocative copy, anchored by a first-line hook, adds to the experience without over-explanation. The Signatures campaign was also integrated into the email newsletter that is deployed to a curated audience of Ritz-Carlton subscribers.
The result is a cohesive moment sharing a sense of place and a unique experience, inviting the viewer to discover more or reconnect with a favorite travel memory.
With seven Signature Videos shared so far, the Campaign has produced impressive results, driving a 31% engagement rate. Through email this campaign has been shared reaching over 5.5M Ritz-Carlton subscribers during distribution.
This performance proves the viability and appeal of these highly-tailored, brand specific moments, and paves the way for the series to include defining experiences from every Ritz-Carlton hotel and resort.
