The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 15th Annual Shorty Awards

The Ritz-Carlton — Signature Video Series

Entered in Storytelling, Vertical Video, Video Series


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:

Strategy and Execution

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.


Video for The Ritz-Carlton — Signature Video Series


Entry Credits