JUSTIFYING LUXURY EXPERIENCES FOR MILLENNIALS THROUGH ACHIEVEMENT

PROBLEM:

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. Our research of 35 millennials from around the world also indicated that outward status symbols are not meaningful and that most millennials are uncomfortable with luxury.

SOLUTION:

Positioning a brand to be synonymous with Achievement.

For millennials, 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.

Achievement is a universal human experience and evolving the brand from a status symbol to be perceived as a symbol of ability is best. The years between the a person’s graduation from college and their early 30s offer a wealth of pivotal, defining moments in a young person’s life.

WIREFRAMES:

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 position itself to become more relevant for millennials.