Late Checkout: A Ritz-Carlton Story- Chapter II builds on an ongoing creative partnership between The Ritz-Carlton and the Madrid-based fashion brand, Late Checkout. Following the success of Chapter I, the second chapter was designed to further evolve the narrative—this time through a more introspective story centered on rest, renewal, and presence.
The objective for Instagram was to serve as the primary platform for launching and sustaining the campaign—connecting long-form film, fashion, influencers, and on-property experiences into a cohesive, global story. Rather than treating Instagram as a single distribution moment, the goal was to use its native tools to allow the story to unfold over time, scale across audiences, and invite participation from talent, hotels, creators, and guests.
To make our campaign a success, Instagram played a crucial role at every step as we leveraged the platform and its capabilities to share the story, drive commerce and awareness, coordinate with creators and hotels, and amplify our content pre-, during, and post-launch.
The launch strategy began with resharing the Chapter I post on Instagram Stories to reestablish narrative continuity, followed by a teaser Instagram Reel that used Josh Hutcherson’s internal monologue to create intrigue through in-feed and on Stories.
The full film launched as a collaboration post between The Ritz-Carlton, Late Checkout, and Josh Hutcherson—maximizing shared visibility and engagement across audiences. Throughout the launch, Instagram Stories were used to document real-time moments from the NYC pop-up, by resharing posts from influencer attendees, and details of the venue.
Instagram’s reposting and sharing features allowed hotel accounts across the globe to participate in the launch and drive visibility, creating a networked effect across 69 Ritz-Carlton properties. Influencer gifting and pop-up attendance generated earned content that was reshared on influencer accounts, reinforcing reach. Notable influencers and creators including Ava Dash, Sydney Silverman, Linda Schulz, Laura & Nicolas and Aki & Koichi were activated to share content of the collection and various pop-up experiences on the platform. Instagram enabled the campaign to live, evolve, and scale organically over time rather than peak and disappear.
Instagram served as the primary platform for launching, storytelling, and community engagement—driving the majority of reach, saves, and earned amplification for Late Checkout: A Ritz-Carlton Story- Chapter II.
Owned Brand Performance:
Retail Performance
While retail performance was not a primary KPI, the campaign drove meaningful results, with an 87%+ sell-through rate in the first month on ritzcarlton.com.
Influencer Earned Performance:
The earned component marked the most successful execution to date for The Ritz-Carlton—setting a new benchmark for future campaigns. Late Checkout Chapter II activated the highest number of partners and generated the greatest volume of earned content across any campaign to date.
Influencer Accounts Results:
Hotel Property Amplification:
In support of Late Checkout: Chapter II, hotel property accounts actively amplified campaign content across their own channels. More than 50% of The Ritz-Carlton portfolio participated, establishing a new standard for how the brand activates property accounts in support of future brand campaigns.
Hotel Property Accounts Results:
Through parallel activation across partners, creators, properties, and brand channels, the campaign achieved global scale while reinforcing The Ritz-Carlton’s leadership in integrated storytelling.
