ORLANDO, FL: The Ritz-Carlton Club has selected The Morris & King Co. (MKC), New York, to develop its first national brand awareness campaign. The effort is scheduled to kick off this month.
The Ritz-Carlton Club, a division of the Ritz-Carlton Hotel Co., offers deeded, fractional ownership in residential properties.
Judith King, principal of MKC, formerly known as Andy Morris and Co., said the campaign supports a plan to expand the club's holdings. "The company is planning to expand profoundly over the next couple of years," King said.
It currently has properties in Aspen, CO, St. Thomas, US Virgin Islands, Bachelor Gulch, CO, and Jupiter, FL. King said she could not disclose where any of the future properties would be built.
She said one of the initial parts of the program would include media tours conducted by the company's executives. The tours are being used to accomplish two objectives: raise brand awareness and create sources for reporters.
"We want the executives out there promoting the brand to the media," King said. "Aside from generating coverage, we're hoping the media will come to see the executives as de facto experts on fractional real estate, so that when they need quotes or information, these will be the people they think of first."
King said the firm would target hotel, lodging, travel, leisure, shelter, and lifestyle media.
Other potential PR efforts, she said, include offering cooking and food-matching courses, as well as wine tastings.
MKC will also be pitching stories about the success of the current properties to media outlets.
Aside from handling PR for the brand awareness campaign, King said MKC would also pitch in on the marketing initiatives. Details on the marketing plans were not yet finalized.
The financial terms for the one-year deal weren't disclosed.