Sawyer Returns Ritz-Carlton Hotel to New York

Miss Liberty has something to cheer about.

In a new print campaign by Sawyer Riley Compton, a duo-tone image of the Statue of Liberty, both arms raised high, announces the return of The Ritz-Carlton Hotel to New York.

“The spirit of the city is in exaltation because the Ritz is returning,” said SRC senior vice president and creative director Bart Cleveland, who conceived the ad with art director Kevin Thoem.

The Atlanta agency used stock photography with a nostalgic feel to emphasize the romance of New York during the turn of the century, said Cleveland. Imagination Brewery, also in Atlanta, was responsible for photographic retouching.

The ad broke this month in New York magazine and Crain’s New York Business. Direct mail pieces, including postcards reflective of the advertising, will be distributed at business destination properties. A second print advertisement, showing a bride and groom kissing, will appear in bridal magazines.

Both ads, scheduled to run through July, tout the hotel’s special events facilities for corporations and weddings. An expanded flight of national and regional print targeting guest amenities is planned for August and September. The media budget is undisclosed.

The luxury hotel brand has been absent from New York since 1997. An art deco-inspired glass and steel structure in lower Manhattan’s Battery Park, overlooking New York Harbor, will open Oct. 15. The second property, a total renovation of the 1920s-era St. Moritz facing Central Park South, will reopen in March 2002.

“New York is a world-class city, and The Ritz-Carlton is a world-class hotel that belongs in the city,” said Cleveland. “It was our goal to perpetuate the mystique of the hotel, and as the campaign unfolds, we will showcase the unique experience of staying at either of the new hotels in both attitude and tone.”