The Ritz-Carlton “Late Checkout’ campaign won a Gold Lion last week at the Cannes Lions International Festival of Creativity. It was chosen out of 181 entries for the luxury category.
It cost less than $1,000,000 to produce and distribute the ad, but it was shared 50 million times and was the most popular content in Marriott International’s portfolio.
Josh Hutcherson stars in the ad as an employee of a hotel who shares details about a day spent taking care of guests. It’s like a Wes Anderson movie.
Jamie Kerr, Ritz Carlton’s global leader of brand and marketing, said that the Cannes award was a victory for the whole sector.
Kerr said that it was a “huge milestone” for luxury hospitality, in a sector usually dominated primarily by fashion, jewelry and automotive.
Unusual Creative Development Process
The Ritz Carlton’s victory over brands such as Prada Tiffany and Loewe shows the opportunity for luxury hotel chains willing to take creative risk.
Lat
