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PUBLICATION |
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The Ritz-Carlton Magazine
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CLIENT |
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The Ritz-Carlton Hotel Company
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PUBLISHER |
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McMurry
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Client: The Ritz-Carlton Hotel Company
Circulation:
Frequency: 4X
Target:
A mature, affluent market, with personal incomes topping $200,000 and assets of more than $1 million
Client Objective/s:
- To create a magazine that will appeal to Ritz-Carlton clientele
- To attract an increasing number of high-quality advertisers
- To turn a profit on what is normally considered a marketing expense
- To convey the romantic ambiance synonymous with the Ritz-Carlton experience
Execution:
In a pinch? Ritz-Carlton was, until it hired McMurry/RD. After dismissing its previous publisher, and signing a deal with McMurry/RD, the first issue was published in 79 days flat, including a four-alarm sales effort that amazingly attracted more than 100 advertisers from around the globe.
Today, the travel and leisure magazine operates at a less furious, and even more successful pace. Each 100-plus page issue offers readers insider tours of destinations, the latest in upscale fashion and accessories, and information for high-end connoisseurs of fine wine, luxurious spas, exotic adventures, technology and pricey toys.
Results:
The Ritz-Carlton Magazine is among the most prestigious and award-winning custom magazines in the world. It is also one of a very few custom publications that is so well-positioned and so well-produced that it attracts outside advertising revenue that causes a profit on the project for The Ritz-Carlton Hotel Company. In fact, while the recent recession caused ads sales to drop nationwide, McMurry/RD caused ad sales for The Ritz-Carlton Magazine to climb.
Additionally, the corporate communications team at The Ritz-Carlton Hotel Company, which had worked with two other publishers before McMurry/RD, has been extremely pleased with McMurry/RD's approach to client service, as well as its ability to improve the financial performance of the project. And when a leader in service, like the Ritz-Carlton, says service is "exceptional," you know that the service is second-to-none.
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