Monday, June 2, 2014

Putting On The Ritz, Six Words at a Time. Campaign celebrates human experiences not the trappings of wealth.

When Ernest Hemingway was challenged to write a story in six words, his reply was, “For sale: baby shoes, never worn.” Marriott International’s Ritz-Carlton brand is now borrowing from an Internet meme for its new campaign by Team One, called “Six-word wows.”

The chain of luxury hotels and resorts is extending a marketing effort that celebrates the accumulation of experiences and memories, rather than the trappings of wealth.

The campaign, which began last month, is for the Ritz-Carlton Hotel Company division of It is intended to expand upon ads that Ritz-Carlton and its agency, Team One Advertising, introduced in 2011 with the theme “Let us stay with you.”

The new campaign, also by Team One, is called “Six-word wows,” after a popular online creative exercise known as six-word memoirs and six-word stories

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