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LOS ANGELES Publicis Groupe’s Team One has completed a trio of 10-minute branded films on behalf of client Ritz-Carlton, according to CCO Christopher Graves.
Graves said the projects originated as a way of satisfying the hotelier’s growing interest in an online presence and enticing a younger demographic. “The strategy is to take the loyal, traditional following and add a younger, newer audience that maybe thought of Ritz-Carlton as too stuffy,” Graves said.
The films follow print campaigns that, for example, show parents and children enjoying various properties, attacking the misperception that the hotel doesn’t cater to families as much as to business travelers.
The concept was spawned by the realization that the chain has thousands of TV screens via a hotel channel that could be used to extend the brand, Graves said.
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