A partnership with Baptist Health Miami Cancer Institute
the RITZ-CARLTON x GIFT OF A LIFETIME
CASE STUDY | PUBLIC RELATIONS
CLIENT
The Ritz-Carlton Key Biscayne, Miami
INITIATIVE
Gift of a Lifetime
INDUSTRY
Hospitality
date
January - October 2023
OBJECTIVE
This initiative aimed to increase overall visibility for the Key Biscayne location by highlighting the hotel’s commitment to community engagement while telling the couple’s inspiring story of resilience and love. This campaign aimed to appeal to South Florida residents who utilize the hotel's amenities, as well as visitors choosing The Ritz-Carlton Key Biscayne as their preferred destination among the five Ritz-Carlton properties in South Florida.
ABOUT THE PROJECT
The "Gift of a Lifetime" initiative was a heartfelt collaboration between The Ritz-Carlton Key Biscayne, Miami, and Baptist Health Miami Cancer Institute, wherein the hotel sponsored the wedding of cancer survivor Morgan Hartman and her fiancé Phil, a fellow patient. This initiative aimed to increase overall visibility for the Key Biscayne location by highlighting the hotel’s commitment to community engagement while telling the couple’s inspiring story of resilience and love. The Ritz-Carlton Key Biscayne, Miami recognized that today's audiences are drawn to brands that demonstrate compassion and community involvement. The "Gift of a Lifetime" wedding moved beyond traditional luxury hospitality, creating an initiative that resonated with both local residents and travelers. This campaign aimed to appeal to South Florida residents who utilize the hotel's amenities, as well as visitors choosing The Ritz-Carlton Key Biscayne as their preferred destination among the five Ritz-Carlton properties in South Florida.
APPROACH
Identify and craft the couple’s inspiring story of love, resilience, and triumph over adversity.
Develop a storytelling strategy focused on emotionally connecting with audiences across national, regional, and local media platforms.
Draft a press release detailing the "Gift of a Lifetime" wedding initiative and the couple’s journey.
Compile media kits with visual and contextual information for distribution to key outlets.
Create personalized media pitches and invites to specific journalists and media contacts interested in human interest and luxury stories.
Complement efforts by supporting a social media campaign using stunning visuals of The Ritz-Carlton Key Biscayne, Miami to tease and promote the event.
Share exclusive behind-the-scenes content in the lead-up to the wedding, engaging The Ritz-Carlton’s audience.
Post live updates and real-time coverage during the wedding day to drive social media interaction and conversation.
Collect and showcase event footage and photography for future brand storytelling and marketing materials.
Monitor and analyze media placements, social engagement, and overall campaign reach to measure the success of the initiative.
RESULTS
The campaign surpassed expectations, generating exceptional local, regional, and national exposure, and impressive media metrics.
MEDIA METRICS
17
Media Mentions | High-profile Media Placements
568,399,916
Audience Reach
$5,619,962
Publicity Value
key media placements
These placements not only generated immense exposure for The Ritz-Carlton Key Biscayne, Miami but also reinforced the resort’s position as a luxury brand with strong community values. The initiative also created a deep emotional connection with audiences, underscoring The Ritz-Carlton’s commitment to unforgettable experiences and meaningful impact.
This initiative exemplified the hotel’s dedication to community upliftment and enhanced its position as a socially responsible leader in luxury hospitality.