GLOBAL BRAND PLATFORMThe Ritz-Carlton & Team One
October 24, 2012
AGENDA
• The Global Affluent Tribe• Disrupting a Category• The Idea• The Work
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SETTING A NEW LUXURY AGENDA:Defining The Global Affluent Customer
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THE GLOBAL AFFLUENT TRIBE:
Has more in common by virtue of what they love versus where they love.
SETTING A NEW LUXURY AGENDA:Defining The Global Affluent Customer
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THE GLOBAL AFFLUENT TRIBE:
United by 5 key values•Mobility: Voyages of (self) discovery.•Success: More routes to affluence.•Status: Ownership connoisseurship.•Networking: Membership and belonging.•Consumption: Shopping and giving back.
STAYING THEN:On-property for a finite period of time. Come and stay with us.
STAYING NOW:Before, during and after the “stay” for an enduring time.
SETTING A NEW LUXURY AGENDA:Disrupting the Hotel Category
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Instead of asking guests to stay with us, we’ll ask them to let us stay with them.
THE IDEA:
The Power of Memory.
THE HUMAN TRUTH:
The Power of 40,000 Ladies & Gentlemen.
THE BRAND TRUTH:
THE PLATFORM:
Let Us Stay With You In The Media: Creating and Sharing Memories in the Digital
Space
Creating the conversation:we wanted to get the conversation we needed
Platform resonates across media categories
Let Us Stay With You on the road as you travel
Foursquare | Inspired Discovery
Pinterest | Curated Inspiration
Twitter l Chatter from around the world in one place
Facebook l Sharing Memories
#RCMemories
CONCLUDING THOUGHTS
Consider what unites your global target rather than differentiates them.
Work against category norms.
Multi-platform storytelling.
