Ritz-Carlton, Esquire, and Harper’s Bazarr teamed up to give 5 Directors a chance to tell stories using the Ritz-Carlton as a backdrop. They describe the concept as, “What happens next to intriguing characters who find themselves inside one or our spectacular suites.” Each filmmaker was also given to criteria. Each film needs to show the hotel lobby and the suite, and the filmmakers were limited to two main characters.
After filming at the Atlanta Marriott Marquis and learning about its film history I can see the draw for a luxury brand to advertise this way. These stories allow you to imagen what it would be like to stay in these hotels. Also, I noticed on YouTube they had links to book at the hotels. That being said it was kind of hard for me to find these videos once I learned about them on Facebook. Makes me wonder who they are really meant for.
How could we use this in our own work? Perhaps if I would have saw this when Tru was a new client and they wanted to introduce the brand to the new team members I would have suggested something like this? Tell several stories that allow are inspired by the brand and inspire them to image the interactions they would have with future guests. And I am sure we could do the same with a non-hotel client.
Which one do you think is your favorite so far?
