client objectives
The Ritz-Carlton magazine exists to help bring the brand to life by defining the luxury lifestyle and being the resource on that lifestyle for guests of The Ritz-Carlton. The goal when McMurry took over was to ensure that the magazine supported itself financially. The hotel company also wants to connect with a younger client base and drive occupancy rates at Ritz-Carlton properties worldwide.
execution
McMurry has transformed The Ritz-Carlton from a fairly traditional-looking magazine into a contemporary publication in line with the goals of its sponsor. With its coverage of exclusive international destinations, fresh-off-the-runway fashion, fine wine and spirits, as well as spas, golf, shopping, entertainment and recreation, the magazine appeals to those who don’t need to question costs and those who make trends—not follow them. In addition, McMurry has helped develop a Ritz-Carlton-branded custom content network, called The Ritz-Carlton Global Media Network (GMN), that enhances the guest experience—before, during and after a business or leisure stay. The GMN brings The Ritz-Carlton luxury lifestyle brand to life, with a multimedia network that connects current and prospective guests directly with The Ritz-Carlton, anytime and anyplace. GMN components include: magazine, newsletters, television, Web videos, podcasts, blogs, slide shows, postcards, music, books and films. McMurry also produces newsletters for individual properties and for employees of The Ritz-Carlton.
results
As a result of the launch of the Global Media Network, The Ritz-Carlton expects increased property support that will help improve occupancy rates. The company’s website statistics and rankings also should be enhanced. The expanded multimedia coverage will create a heightened focus on The Ritz-Carlton’s most important revenue streams, such as destination weddings. In addition, a recent survey shows that guests have taken the following action as a result of something they read in the magazine: • 48% recommended The Ritz-Carlton to a friend, family member or business associate • 46.4% visited The Ritz-Carlton website • 36.3% visited another Ritz-Carlton hotel/resort • 25.4% purchased a product or service featured in the magazine • 23.9% called to make a reservation at a Ritz-Carlton hotel or resort • 14.6% scheduled an appointment at a Ritz-Carlton spa