RC MEMORIES

Opinions: 

Travel Tech

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.

Screen Shot 2014-05-16 at 07.39.33

#RCMEMORIES

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.

Discussion

comments powered by Disqus

More from #DTTT

  • 5-tips-snapchat-stories-feature
    In March we present:
    5 Tips for Snapchat Stories Content

    Here are some tips to ensure your content starts off great. It may only be visible for a day, but being a regular part of locals’ or visitors’ lives on their Snapchat feed has a real long-term impact.

    #live-content #Snapchat #social media marketing
  • Jessica-going-live-feature
    In March we present:
    Getting Started with Going Live

    Going live is a mindset change for organsiations – because it involves communication across disciplines. Here’s a foolproof process for getting started with going live.

    #going live #facebook live #live-marketing #Instagram #Snapchat #video marketing
  • Copenhagen-2020-Feature
    In March we present:
    Wonderful Copenhagen’s 2020 Strategy

    Wonderful Copenhagen is one of the cities that are true digital leaders and recently published their new 2020 strategy. With a bold statement, “The King is Dead! Wonderful Copenhagen concludes the Era of Tourism as we know it” their strategy is combining fresh digital & city marketing thinking ready to take on the digital era. We interviewed Nicolai […]

    #visit-copenhagen #localhood #2020-strategy #content marketing #dmo
  • Sojern ITB Feature
    In March we present:
    Going Live at ITB

    On the 8th and 9th of March, we will be streaming several live sessions, featuring a wide range of interviewees, panelists and thought leaders.

    #trade-show #live-streaming #panels #live-marketing #Berlin #Interviews #ITB #Sojern
  • Snackable ocntent feature
    In March we present:
    Creating Snackable Content for Social Media

    The best snacks are short, often sweet, and always satisfying. The same goes for snackable content.

    #snackable-content #short-form #social-media #content marketing #social media strategy
  • Visit Wales feature
    In March we present:
    Wales: Redefining Approaches to the Content Journey

    Bryn Halliwell, gave more insights about they’re developing a digital-first philosophy at Visit Wales, where everyone in the Brand Hub has digital responsibility. 

    #visit-wales #digital-hub #digital-first #content-creation #content strategy
Show more
×
© 2017 Digital Tourism Think Tank