A story about an historic city.
And an iconic hotel brand.
The setup
Savannah, one of America’s most historic and idyllic southern cities.
The Ritz-Carlton, one of the world’s proudest luxury hoteliers.
Feels like a good match, right? But how do you strike just the right tone between the two?
Where’s the sweet spot?
TMGOC, the property developers behind this franchise charged us with creating a custom expression of legendary Ritz-Carlton brand for the Residences that spoke luxury, but also Savannah.
A 360 brand crafting and launch job that included an exquisite book, film, website, social posts and OOH.
Right up our promenade.
The aim
Craft a brand unique to Savannah that could also exist within The Ritz-Carlton family ✔️
Creating sales materials to elevate the brand including a luxurious brand book, film, social assets ✔️
Deliver a website to speak to UHNW audiences as well as OOH and social ads to generate leads ✔️
Sell 20 ultra-luxury properties valued at $2.6 – $6.6 million each ✔️
The masterplan
Yes, the Ritz-Carlton brand is globally renowned.
But reputations can’t last forever.
We needed to make them feel relevant to a new generation of discerning affluents & status seekers.
To help our audience feel desire and connection to an idea of luxury that didn’t exist yet in Savannah.
Like all good ideas, this one began with a story about the coming together of two great characters.
The heart of legendary service and the soul of Southern hospitality.
From that platform we would build a voice, a meaningful brand tagline and a series of striking brand assets that would stand out in the local Savannah market, but also among other branded residences nationwide, including other Ritz-Carlton residences.
Successful Brand
Building for an UHNW Audience
68
leads in week one
Gap Bridged
Between Hotels & Residences
Luxury Collateral
to Support Sales Teams
