The Ritz-Carlton Hotel Company, L.L.C. was honored last night with a Platinum Award at the 52nd annual Adrian Awards Gala in New York City. Considered the largest and most prestigious global travel marketing competition, the HSMAI Adrian Awards draw thousands of entries each year in the categories of advertising, public relations and web marketing.
The Ritz-Carlton won the coveted top award for their innovative creation of short films by noted Los Angeles production house Anonymous Content; advertising and marketing agency Team One; and Hollywood award-winning director Shyam Madiraju.
The three films, each under ten minutes in length, were shown on The Ritz-Carlton website (http://www.ritzcarlton.com/), YouTube, hotel guest room televisions around the globe and film premiere launches in Washington, DC; London and Moscow. The films entitled The Delay, Heads or Tails and Last Night attracted more than a million viewers.
It was the first time a hotel company debuted short films as a promotional vehicle and many social media outlets applauded the strategic initiative which subtlety highlighted Ritz-Carlton service excellence which resonated with brand loyalists as well as non-traditional customers.
Funding for the project was provided by American Express in a joint effort with The Ritz-Carlton to increase market share among a diverse audience of viewers. The movies were complemented by unique experiential travel offers and packages for American Express Card members.
“From the genesis of the idea to create the short films to the actual premiere of The Delay it was less than six months,” explained Bruce Himelstein, senior vice president, sales and marketing for The Ritz-Carlton. “We wanted a new and different approach to attracting customers and encouraging them to select an experiential package, while also using their American Express Card. By any measure, this venture into the world of short films was both a critical and a commercial success. Winning an Adrian Award is a tribute to all the men and women who worked to both create and produce these somewhat edgy glimpses into a day in the life of customers staying at our world-class hotels,” he said. Himelstein is a former HSMAI president and has been selected among their 25 Most Influential People in Sales and Marketing by the organization.
HSMAI is the hospitality industry source for knowledge, community and recognition for leaders committed to professional development, sales growth, revenue organization, marketing and branding. Founded in 1927, HSMAI is an individual membership organization, comprising more than 7,000 members worldwide.
American Express Company is a leading global payments, network, travel and banking company. Founded in 1850, Merchant Services is the merchant network of American Express, which acquires and maintains relationships with millions of merchants around the globe, which welcome American Express-branded Cards.
The Ritz-Carlton Hotel Company, L.L.C.