1. Welcome!
We are

2. Meet Our Team
Chris Calandra Experience:
Dan Cresci
• Providence College Students
Rebecca Duchi • Marketing Majors
Katherine Hasler • Background: Dr. Jelinek’s
Maureen Lowe Promotional Strategy Class
Meredith Maher

3. U.S. Virgin Islands

4. St. Thomas Resort

5. The Ritz-Carlton
Motto
At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and
Gentlemen serving Ladies and Gentlemen." This motto exemplifies
the anticipatory service provided by all staff members.
The Credo
• Genuine care and comfort  highest mission.
• Pledge to provide finest personal service and facilities
• Warm, relaxed, refined ambience
• Experience enlivens the senses, instills well-being, and fulfills even
the unexpressed wishes
Source: Ritz-Carlton

6. Project Overview
 SWOT Analysis  Featured Events
 Target Market  Budget
 Creative Brief – Breakdown of Total
 IMC Campaign Expenditures
– Magazines  Creative Pitch
– Print Advertisement – Why this will work
– Email blast
– Newspaper
– Internet Banner

7. SWOT Analysis
Strengths Weakness
• Strong, well-known brand name • Expensive in a poor economy
• High Quality • Only attainable to the wealthy
• Top of the line customer service
• Able to charge higher fee for
quality service and name
• Do not have to sacrifice
standards to reach customer
Opportunity Threats
• Attracting large groups of people - • Economic conditions
weddings, events, trade events • Other luxury hotels with
• Advertising to upper class in competitive offers
retirement with money to spend
• Marketing to wealthy women
whose children have grown,
& are looking to create memories

8. Target Market Focus: Female
Travel Companions
 Women control $5 trillion in U.S. business and consumer
spending & influence 80% of all such spending nationally
 Target Market traveling in record numbers:
– Women traveling with sisters, mothers, best friends
Source: Market Metrix

9. Target Segment
Gender: Female
Age Range:
– 45-65 years old
Household Income:
– Wealthy, Upscale, Upper-Middle Class, $75,000+
annual Income
Education:
– Post- graduate degree and College graduate

10. Target market Demographics:
Lifestage
 Accumulated Wealth
Baby Boomers with adult children; prime audience for print media,
expensive cars and frequent vacations
 Midlife Success
Childless singles and couples in their thirties and forties.
Big fans of the latest technology, financial products, aerobic
exercise, and travel.
 Young Accumulators are slightly younger and less affluent
 large families with comfortable, upscale lifestyles.
 favor outdoor sports, technology and adult toys like powerboats, and motorcycles.
 media tastes lean towards cable networks targeted to children and teenagers.
Source: Prism

11. Target Market Demographics:
Social Group
 Elite Suburbanites: upscale incomes- can afford to
spend heavily on
technology, powerboats, books, magazines, luxury cars
and exercise equipment
 Urban Uptowns: enjoy the arts, shop at exclusive
retailers, drive luxury imports, travel abroad, and spend
heavily on computer and wireless technology
 Affluentials: lower median income- still enjoy
comfortable, suburban lifestyles; big fans of health
foods, computer equipment, consumer electronics
Source: Prism

12. Target Market Themes
Women who love foreign travel
 Heavy involvement with
computers, the internet and wireless
technology
Enjoy active lifestyles
Health conscious

13. Target Market &
the Premium Experience
 Happiness: 66% of the women describe themselves as "very
happy”
 The Experience: bonding with friends & family
 Health: Physical and mental health is a high priority
Target market -10 pounds lighter than average
 The Experience: Wellness retreats, spa retreats
 Activity levels: 52% can be identified as highly active
 The Experience: women’s adventure vacations, golf vacations
Source: Gallup

14. Creative Brief
Objective: To attract our already strong “elite” female target market and bring in
a new female market for this once in a lifetime experience
Target Audience: Women ages 45-65, Wealthy, Upper-Middle $75,000+ annual
income, post- graduate degree and College graduate
Message Theme: Making memories and the luxurious experience
Support: With our plan to incorporate the Ritz’s daily activities with the three
“Main Events” at the “If You Can Dream It…” event, we will be able to
attract these women in our target market by offering something new
and fresh to the elite class.
Constraints: TradeMark, Logo, The ability to reach the different “average Joe’s”
in our target market if they know what the Ritz Carlton stands for.
We hope to reach our target market with the budget we have set.

15. Creative Brief:
Objective
To attract our already strong “elite” female
target market and bring in a new female market
for this once in a lifetime experience

16. Creative Brief:
Message Theme
• “Girls Getaway”
• Focus on the luxurious experience
• Making memories

17. Creative Brief:
Support
• Recent trends have proven that travelers
enjoy an experience
• Despite the bad economy, affluent consumers
are likely to still spend money on travel

18. Slogan
Let us stay with you
Why we chose to stay with current slogan:
• Recently changed, revamped entire marketing efforts
• Sales have gone up in the past year
• Has brought success for the organization
• We believe in this slogan
• Want it become well-known with the brand
• Goes along with our IMC: Experience is worth more

19. Sub Slogan
Don’t Just
Dream It
• Appealing to elite audiences
• Ties in with our IMC “all about the experiences”
• Short, to the point, but eludes to more
• Posing a question in audience’s mind: want to find out what
they’re missing

20. IMC Campaign

21. Featured Events
• Sunset Cruise
• International Wine Tasting
• Bulgari Spring Collection Exclusive Premiere

22. Print Media: Magazines
 Average Income:
 ELLE women are
 Demographic:  Affluent is
$293,064 Audience
Main focus
sophisticated,
89.1% Women  Median Household
Average Net Worth:
 women’s fashion
 Age: 45.8%
 modern, self $3.7 million$94,815
Income:
Demographic:
assured 55+
35-54,  Graduated
52% under 45,College:
 72.5% Women 46%
 High purchasing
 Household 67%
age: 45+ Household
Median
Income:
power  Gender:
59% male
 Income:
 125K + 66.4%150k
Excellent taste 51% Women
readers, 41% female
$75,055.40
+46%

23. You are invited
to an Exclusive event Just for you and your Girlfriends. many activities
AWAIT you including: A sunset cruise on the Atlantic, A jewelry premier of
the bulgari spring line & an international wine tasting night.
6900 Great Bay,
St. Thomas, U.S. Virgin Islands 00802 U.S.A.
*
Phone: (340) 775-3333

24. You are
invited
to an Exclusive event Just for
you and your Girlfriends. many
activities AWAIT you including:
A sunset cruise on the Atlantic,
A jewelry premier of the bulgari
spring line & an international
wine tasting night.
6900 Great Bay,
St. Thomas, U.S. Virgin Islands 00802 U.S.A.
Phone: (340) 775-3333

25. Email Blast
 Only send to the
female database of
“Ritz-Carlton
Community email”
“Click Here”
internet link
How does one Click here
for details
become a member?
 Why maintain this?

26. Newspaper Column
National Implementation
New York Times
Wall Street Journal
Boston Globe
 Despite declining
readership, our target
audience still reads the
newspaper

27. Internet Banner
Click here
for details
Blog Statistics
• 90% of moms and 76% of women in general are online
• As of July 2011, an estimated 164 million blogs exist, the U.S. makes up 49%
• 18.3 million internet users who are moms read blogs once a month
Source: E-Marketers online and RightMix Marketing

28. Popular Blogging Sites
for Women
mizfitonline.com Luxist.com
Womenonbusiness.com
 2,286 UMV  108,478
 3,207 UMV UMV
 Articles about  expensive
 Press releases, up to
staying fit, watches,
date news, and
exercising and jewelry, and
articles about
eating healthy clutches
women in the
for women business world

29. Competition Spending
Orient-Express Hotels
Theme: “Embark on a journey like no other.”
Agency: Chandelier Creative
Budget: $1 million
Luxury Collection
Theme: “Life is a collection of experiences. Let us be your guide.”
Agency: Atmosphere Proximity
Budget: $700,000
Source: EliteChoice.org

30. Previous Budget trend
According to Kantar Media, part of WPP,
The Ritz-Carlton Hotel Company L.L.C. spent on advertising:
– 13.5 million on ads last year
– $9.1 million in 2009
– $17.6 million in 2008
– $22.1 million in 2007
Source: New York Times

31. Total Expenditures
25% 27% Magazines
Email Blast
Newspaper
14% Internet Banner
14%
Featured Events
20%

32. Creative Pitch
 We’re a full-service advertising agency that successfully combines
traditional and digital marketing.
 We have proven success in targeting the female market.
 Our agency has experience in the hospitality industry with proven success
in the luxury hotel space.
 We are driven toward results: our clients are our best references which we
will be happy to provide to you
 One of a handful of marketing agencies to receive the PRWeek Magazine
Award, the highest accolade given each year to the best
corporate, nonprofit and agency teams.

33. Thank You
Chris Calandra, Dan Cresci,
Rebecca Duchi, Katherine Hasler,
Maureen Lowe, and Meredith Maher