The Ritz-Carlton brand owns luxury hotels in Europe, North and South American, the Middle-East and Asia. It is perhaps most famous for its association with the Ritz in London, with which it has a marketing agreement but does not own.
Ritz-Carlton wants to ‘enhance brand presence’ among ‘affluent and sophisticated’ consumers.
The aim of the brief is to position the brand icon – a lion and crown logo – as a gold standard for luxury hotels. The brand is expanding its offering, focusing on spas, golf and fractional ownership, but wants to maintain its long-held luxury reputation.
Mason Rose director of PR Lysbeth Fox heads the account, reporting to Ritz-Carlton corporate director of public relations Allison Stich.