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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