Ritz Sets Deadline, Luxe Qualifications

ATLANTA The Ritz-Carlton said it would accept agency proposals regarding its $10-15 million advertising account until April 2.

The hotel, which has sent requests for information to shops nationwide, has not invited six-year incumbent Sawyer Riley Compton to participate. The Atlanta shop, however, will continue to work on select advertising projects through the end of 2004, sources said.

Dan Collins, vice president of marketing for The Ritz-Carlton Co., headquartered in Chevy Chase, Md., said that the client decided to part with SRC because its hotel operations have grown over the past six years.

“We have more than doubled our portfolio from 26 to 57 hotels and added brand extensions such as spas,” Collins added. “We are a much different company now, and our needs have changed.”

The Ritz is looking for an agency with experience in the luxury marketplace, according to the RFI. Hotel and travel experience is not significant, but prospective shops must understand the company’s brand architecture and extensions. The winning agency will represent the hotelier on both the regional and corporate levels. The shop also must coordinate ad efforts internationally and recognize the unique needs of each hotel.

Additional information about the company and the RFI can be found at the corporate Web site, www.ritzcarlton.com.