The launch of The Ritz-Carlton Yacht Collection opened an exciting new chapter for The Ritz-Carlton. As a brand built on inspiring life’s indelible memories, The Ritz-Carlton Yacht Collection promised to create those memories untethered from a single destination for the first time, where the service and standards created by The Ritz-Carlton could sail to European ports and Caribbean islands.
After a lead up that raised visibility and expectations, the first voyages in 2023 set the stage for The Ritz-Carlton to put its full attention on The Ritz-Carlton Yacht Collection on social media. To distill the experience and create a point of view that would resonate with its new luxury traveler audience, the brand set out to create an exceptional hero video showcasing luxury at sea.
Over the past several years, The Ritz-Carlton has carefully honed its approach to social video. Working with a select group of creators, the brand has achieved an aesthetic that accurately represents the brand, while still performing as best-in-class on social media.
The hero video for The Ritz-Carlton Yacht Collection was no exception. For an experience years in the making, conceived and executed to redefine the concept of luxury at sea, the stakes were certainly high: to capture the romance of destinations, the impeccable level of service, the grandeur of life on the water, and the intimacy provided by the unique scale of The Ritz-Carlton Yacht Collection’s Evrima, the first ship launched in its fleet.
All of these elements were showcased in the hero video. While previous content from The Ritz-Carlton Yacht Collection had centered on single moments and still images, the hero video brought life on board into new focus — a rich presentation weaving every detail, moment, and destination together in an irresistible package.
With an asset ideally crafted to share an experience like no other, The Ritz-Carlton Yacht Collection Hero Video achieved success on social media, and beyond — the video has also served as a centerpiece in digital campaigns and television advertisements.
The Ritz-Carlton Yacht Collection hero video had primary KPIs of reach and video completion (VTR) for gauging performance. The debut of the video exceeded expectations — across The Ritz-Carlton brand Instagram, Facebook, and LinkedIn, and The Ritz-Carlton Yacht Collection social channels, the Hero Video garnered 850k impressions. On Instagram, the Hero Video achieved a competitive VTR of 4.7%.
The strength of the Hero Video reflects growing interest in the offerings and experience of The Ritz-Carlton Yacht Collection among the luxury travel audience, a strong start as the future of the brand holds new vessels, new voyages, and new unforgettable moments from sea to shore.
