Ritz-Carlton campaign takes on 6-word storytelling

05/12/2014 | New York Times (tiered subscription model), The

Ritz-Carlton agency Team One Advertising is borrowing from the Web trend of creating six-word stories for a "Six-word wows" campaign that focuses on memorable events such as losing a tooth or getting great seats at a show. The ads use storytelling as a way to stand out and entice users to share or make their own stories, using the hashtag #RCMemories. "It's engaging, it's playful, it's simple, it's interesting. ... We're real participants in the conversation," said Clayton Ruebensaal, Ritz-Carlton Hotel Co. vice president for global marketing.

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