Ritz Carlton’s latest campaign, which was launched earlier this week, will share a number of original guest stories, each told in just six words. The new campaign, which is entitled “Six Words WOW”, is executed on a variety of of social media platforms and is aimed at encouraging guests of the luxury brand to contribute their own stories in 6 words (NYTimes).
SHORT STORY TELLING
The campaign extends a popular concept, which takes it cues originally from Earnest Hemingway, who was once challenged to compose a short story in six words, and wrote: For sale: baby shoes, never worn. This concept is also a popular online exercise. This campaign is placed exclusively on social media channels, and incorporates networks such as Facebook, Instagram, Sina Weibo, Twitter, Pinterest, and Google+, in English and Mandarin.
By using the hashtag #RCMemories, guests can submit their stories online. Also ritz Carlton employees are encouraged to tell “wow stories” at 15 minute daily meetings, The hotel brand then tells the stories across multiple platforms. Particularly the use of Pinterest for story telling is an interesting approach. The Pins on the “6 Words Wow” board consist of an inspirational image, which includes the six word story. In the text below, the full account of the story is told. In addition, all stories are location based pins that are pulled from Ritz Carlton’s foursquare profiles. Thus the different stories are made available not only for users in the inspiration and dreaming stages. But also in the in-destination phase, for users of location based services. This concept certainly is a good practice use of geo location based story telling, which is easily adaptable for destination marketing purposes.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer