MORE THAN JUST A ROOM WITH A VIEW
We launched the Ritz-Carlton Club’s groundbreaking fractional property ownership concept with a strategic media outreach campaign that expanded the travel horizons.
CHALLENGE
Ritz-Carlton, one of the world’s premier leisure and hospitality companies, enlisted MKC to launch a groundbreaking, first-of-its-kind concept: high-end fractional property ownerships at luxurious destinations around the world.
In addition to distinguishing the Ritz-Carlton Club from time shares, condo hotels and other destination clubs, MKC was tasked to position the Ritz-Carlton Club as the global leader in fractional real estate and educate the lifestyle media about the benefits of this new and exciting category.
STRATEGY
Leveraging its extensive network of media and industry contacts, MKC brought together leading editors and reporters from prestigious lifestyle publications with the most influential hospitality executives for roundtable events held across the country. During these deeply informative meetings, Ritz-Carlton senior management led comprehensive briefings and held Q&A sessions.
Through its numerous relationships in the media and lifestyle industry, MKC also provided Ritz-Carlton with opportunities to establish strategic partnerships with complementary lifestyle brands, raising awareness and heightening interest.
RESULTS
MKC’s national media outreach earned the Ritz-Carlton Club numerous accolades, including “Best Fractional Real Estate Product” from CNBC and Robb Report. Feature stories were strategically placed in top-tier print outlets including The New York Times, Wall Street Journal, USA Today, San Francisco Chronicle, Forbes and AP. MKC’s wide-ranging media contacts also led to articles in Black Enterprise, Travel + Leisure, Trader Monthly, Luxury Hotelier, American Way, Gentry and Wallpaper.
