JUSTIFYING LUXURY PURCHASES FOR MILLENNIALS THROUGH ACHIEVEMENT
How Does the Ritz-Carlton Connect with Consumers 20 years from now?
Our team found that the perception of The Ritz-Carlton was apart of an older equation of luxury. Millennials believe that luxury is for the old, that outward status symbols are not meaningful, and that most are uncomfortable with luxury.
Make the Brand Synonymous with Achievement
Luxury now is defined by exceptional value. That value is derived from unique experiences. This creates a need for the justification of luxury by millennials. Luxury affirms these moments of achievement for millennials.
Achievement is a universal human experience and evolving the brand from a status symbol to be perceived as a symbol of ability is best.
A Microsite for Stories of Achievement
The Rise microsite branded content platform highlights game changers at the pulse of culture. Rise shares stories of global significance in 3 spheres of achievement including enterprise, philanthropy, and culture. This is the foundation for The Ritz-Carlton to become more relevant for millennials.
Pen & Paper, Wireframing