Yesterday, Ritz-Carlton introduced ‘Art of the Craft,’ a creative new digital video series that highlights the day-to-day of select members of its international staff. Formally referred to as “ladies and gentlemen,” the men and women profiled (10 in all, four released yesterday) range from sommeliers and shoe-shine valets to chefs and housekeepers. The videos are beautifully shot on-location in places as diverse as Sonoma, Istanbul and Hong Kong. Each one serve as a tangible reminder to Ritz-Carlton patrons — and teaser to would-be patrons — of just how well-taken care of they will be upon arrival. The aim of this series is ostensibly two-fold: first, to give guests a behind-the-scenes look at the people and jobs that make Ritz stays so special; and second, to extend the reach of the Ritz brand in an innovative way.

 

 

Ritz-Carlton is no stranger to creative online campaigns. Last year, it launched ‘Let Us Stay With You’, a sleekly-designed digital bulletin board curated by select Ritz ladies and gentlemen from around the world. Organized by theme (culinary, spa & wellness, destinations, and so forth), ‘Let Us Stay With You’ entries allow past guests to relive special memories and also entice future guests with special holiday menus, grand upcoming events, and photos from the grounds of its most exotic resorts. It is initiatives like ‘Let Us Stay With You’, as well as early adoption of social media’s emerging platforms and a strong website, that helped Ritz-Carlton earn a fifth-place ranking and digitally ‘Gifted’ status in our 2012 Digital IQ Index: Hotels report, released in April. ‘Art of the Craft’ is a great extension of previous digital efforts and an inventive way to both entertain and educate Ritz patrons, while at the same time evolving the brand.

 

Based on the first four installments, the only flaw we can spot is the hotel’s decision to only make 10.

 

(Images via Ritz-Carlton)

 

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