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:Snapchat Spectacles: The Verdict for Tourism
In the run up to Content | Campus we managed to get our hands on a pair of Spectacles, the latest ‘must have’ piece of wearable tech from Snapchat, currently only available in the US. First of all just to clarify, ‘must have’ refers to agencies and opportune eBay resellers to whom we paid over […]
In May we present:Destination Marketing in a Climate of Fear
Between looming travel bans, terrorist attacks and passengers forcibly being removed from planes, destination marketing has become increasingly difficult. “There is a fear factor of travelling,” says Peter Greenberg, CBS News Travel Editor. Travellers are more anxious than ever before to travel. What does this mean for the industry? How do you as a DMO […]#crisis management #communication #crisis #destination #destination marketing #partners #social
In May we present:Why Nuuk Holds the Key to Greenland’s Tourism Industry
In the world of entrepreneurship, founders are regarded as role models, leaders, ambitious, successful, highly driven and uniquely adept at identifying opportunities overlooked by others. This admiration is well deserved, considering 90% of start-ups fail within the first year, but a recent visit from to Nuuk reveals a richer side to earning a living as […]#Nuuk #tourism development #training #business #destination #Greenland #SME
In May we present:Sojern’s Global Travel Insights
Sojern is travel’s leading performance marketing engine. With 350M global traveler profiles and billions of predictive purchase signals including search and booking data from partners across the industry, we deliver billions of dollars in revenue and put more heads in beds and travelers in seats for our clients worldwide. From global enterprise brands to independent […]#traveler #consumer #data #Insights #Sojern #travel #traveller
In April we present:13 Tips for Forging Successful Tourism Marketing Partnerships
As part of this year’s Content | Campus in Copenhagen, a group of tourism marketers gathered in the chic offices of Visit Denmark to discuss fruitful content partnerships. On Day 2 of the Content | Campus, we were buzzing with the ideas from the previous day’s sessions and excited to begin the Content Partnerships Workshop. […]#content partnerships #brand collaboration #brand #content #tourism marketing
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