MUSE Platinum

2022

The Ritz-Carlton: Redesigning The Journey

Entrant Company

The Ritz-Carlton

Category

Website - Travel

Client's Name

Country / Region

United States

The Journey is The Ritz-Carlton’s digital hub for creating travel inspiration, part of the brand’s expertise in setting the stage for life’s most meaningful journeys. Already a successful extension of hotel websites and an impressive reservoir of content, from expert travel recommendations to in-depth looks at unique partnerships, The Ritz-Carlton wanted to elevate the Journey even further through a new design that would maximize its visibility, utility, and performance. Key to the redesign was a new focus on mobile, with dedicated small-screen formatting of articles integrated across the site. This allowed for greatly expanded accessibility, usability, and opportunities for effective integration with social media and digital content, making Journey a seamless part of campaigns across social media platforms. The Journey also received a substantial update to its look and feel, in a clean, elegant, minimalist digital aesthetic incorporating additional high quality video and photo assets. For existing content, the segmentation of articles was revamped into new categories better aligning with audience taste — Explore/Destinations, Inspiration, Savor, and Memories. New editorial content was similarly planned and executed with the same preferences in mind, with special attention given to incorporating and expanding the most engaging and exciting content franchises from The Ritz-Carlton. These choices—a modern, elegant design adapted to a mobile experience, reimagining the structure of previous content, and creating new content carefully integrated into brand content franchises and narratives—proved to be a massive success. In July 2022, the Journey reached a year-to-date 1.4M page views, nearly matching all of 2021’s 1.5M views in just six months, all but guaranteeing a record amount of traffic as the year continues. Additionally, the Journey drove $3.8M in revenue participation over the same period.

Credits

Director Luxury Content Marketing & Social, The Ritz-Carlton
Janet Yungwirth
Senior Director, Luxury Content Marketing & Social, The Ritz-Carlton
David Menda
Vice President & Global Brand Leader, The Ritz-Carlton
Donna McNamara
Senior Director, Global Brand Marketing, The Ritz-Carlton
Jamie Kerr
Senior Manager, Global Marketing, The Ritz-Carlton
Hilary Crist
Director of Strategic Partnerships, The Ritz-Carlton
Jamie Hoffman
Senior Account Executive, 71 West
Kayla Favaloro
Agency
Publicis Sapient
More Platinum Winners
2022
MUSE Advertising Awards - The Profit Hunter: The Tech Lion 2020

Entrant Company

Gravity Global

Category

Integrated Marketing - Integrated Marketing Campaign

Country / Region

United Kingdom

2022
MUSE Advertising Awards - Don’t Get Milked
RATESDOTCA Group Ltd.

Entrant Company

Zulu Alpha Kilo

Category

Video - Insurance

Country / Region

Canada

2022
MUSE Advertising Awards - Vertical Horizon
Quiet Ensemble

Entrant Company

HAVAS

Category

Experiential & Immersive - Interactive Outdoor Event

Country / Region

France

2022
MUSE Advertising Awards - Not For Lease
Roncesvalles Village BIA

Entrant Company

The Local Collective

Category

Outdoor Advertising - COVID-19-Related

Country / Region

Canada