2012 Digital PR Awards: Location-Based Digital Campaign


Winner – The Ritz-Carlton: The Ritz Carlton World Concierge

The Ritz Carlton had a problem to solve. How does a global brand serve customers on a hyper-local level?  That where the idea for the Ritz Carlton World Concierge was born. To bring useful (and localized) information to guests at its 180 locations, the Ritz-Carlton debuted “Let Us Stay With You” in the fall of 2011. 

The campaign became the backbone of the hotel chain’s strategy on Foursquare. Now, anytime a guest checks in at a Ritz-Carlton location they have access to information ranging from the best places to eat to historical destination near that hotel’s location. The content for the Ritz-Carlton World Concierge is sourced from 200 Ritz-Carlton concierges around the country. To provide guests with up-to-date information, new tips are published regularly.

To serve the over 1,000 guests who check-in every week, the Let Us Stay With You strategy eliminated promotional messages in favor of information that served as real value for consumers. The program created 6,000 Foursquare followers, who have checked in over 250,000 times, revealing that travelers were pleased with the information the Ritz-Carlton World Concierge provided.

Winning sentence:  The Ritz Carlton’s “Let Us Stay With You” campaign on Foursquare not only delivered critical travel information to hotel guests on a hyper-local basis, it did so to an enormous audience, garnering over 250,000 check-ins.

Honorable Mentions:

 


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