Ritz Carlton

Project Description

After being presented with initial brand language and strategy from the team at Team One, I was asked to ideate on a new social campaign for The Ritz-Carlton. One phrase stood out: Some places leave indelible marks. That insight became the seed for #RCMemories a global UGC campaign designed to encourage guests to reflect on meaningful travel moments and share them socially. I came up with the initial concept and the campaign name(Indelible Memories), shaping it into a fully realized activation that invited guests to post their most unforgettable Ritz-Carlton experiences using the hashtag.

The simplicity and warmth of the idea allowed it to scale quickly. The campaign aligned perfectly with the brand’s luxury positioning and emotional resonance, helping shift Ritz-Carlton’s social presence from aspirational to deeply personal. #RCMemories launched globally and became a pillar of the brand’s social storytelling. It was even mentioned by Adweek and several hospitality trade publications as a standout example of user-driven brand voice.