The Ritz-Carlton Hotel Company

The Ritz-Carlton Hotel Company

Services Performed

Global Media Strategy
Brand Development


The Brief

Marking an industry first for a luxury hotel operator, the creation of The Ritz-Carlton Yacht Collection, a fleet of one-of-a-kind yachts, demanded a strong announcement within the U.S. market.

The Approach

To announce the news of The Ritz-Carlton Yacht Collection, The Brandman Agency developed a comprehensive launch strategy aimed at top tier target consumer and trade media within the travel business and lifestyle spheres as a means to generate valuable feature coverage The Brandman Agency undertook an aggressive media campaign, pitching the news under embargo, providing information and coordinating interviews between key editors and yacht executives to line up a robust pipeline of coverage on announcement day.

The Results

The Bradman Agency generated more than 50 plus distinct pieces of editorial coverage achieving stories and news announcements within virtually every desired outlet including: Bloomberg Pursuits, Conde Nast Traveler, Travel + Leisure, Robb Report, Departures, Town & Country, USA Today, The Los Angeles Times, CNN Travel, Worth, Skift, HOTELS, and more, as well as on CNBC and Bloomberg TV. The coverage reached a combined audience of more than 360 million, most of which were reached in a single day.

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