When Ritz-Carlton decided to take its iconic service to the sea, they needed a clear tagline and an artful campaign to convince customers to opt into an entirely new type of luxury travel.
We studied the broad category of luxury yacht tourism and found it was suffering from a lack of distinction. Sweeping orchestral music, stunning ariel views, detailed shots of perfectly pressed linens and empty infinity pools stretching out into the sunset were not hard to find. The category at large was beautiful, but sterile. It lacked storytelling and more importantly, a human touch. It was suffering from a sea of sameness.
So we set out to break the mold and deliver something refined and refreshing—something that could speak not just to the yachts we sail, but the stories that unfold upon them:
There’s a beautifully rare thing that sometimes happens. It’s the brain-buzzing, spine-tingling sensation you get when you form a connection built not from common interests or the convenience of time and place but rather from the meeting of souls.
Like a dance in perfect lock-step.
Step aboard our vessels and that’s what you’ll find: An experience that knows you and reflects it in every detail. You are not ordinary. And neither are we.
Together, let’s embark on a journey that is…
Unlike the rest
