Mandarin Oriental Ritz Madrid, legacy and modernity in the communication of the capital's most iconic hotel
Communication and PR
Events and Brand Experiences
The communication of a hotel like the Mandarin Oriental Ritz Madrid requires a strategy that reinforces its historic and luxurious legacy in the capital. Since joining AREA, we have designed a comprehensive communication strategy that not only strengthens its positioning but also amplifies its cultural and social relevance, consolidating it as a true "it place" in Madrid. In addition to managing the hotel's communications in Spain and Mexico, finding synergies between both offices, we act as strategic partners, identifying opportunities and narratives that reinforce its exclusivity and brand appeal. We develop a diversified range of stories with precise editorial approaches, ensuring coverage in key media outlets, while implementing a visibility strategy with celebrities and KOLs that generate real impact. Additionally, we work on event planning and execution, co-branding initiatives, and strategic collaborations, always with the goal of elevating its presence and keeping it at the center of the conversation about luxury and hospitality.
STORRYTELLING
GASTRONOMY
The union of tradition and modernity that breaks boundaries
As a starting point, AREA thoroughly studied the hotel's press history and storytelling to identify the path to follow and how to develop the proposed press and KOL strategy. A hotel as iconic in Madrid as the Ritz was not only a communications asset whose story had been retold in numerous versions throughout its 112-year history. After the transformation that followed its acquisition by the Mandarin Oriental chain, the message was different.
At AREA, we developed a storytelling-led strategy for Spain and Mexico based on tradition, but—like its new owners—it didn't want to remain what it had been, but rather everything it is and could become.
Thus, the communication efforts began to revolve around the innovations of its gastronomic outlets, five completely different universes led by chef Quique Dacosta. Furthermore, and in order to differentiate it from the rest of the luxury hotels that were beginning to flourish in Madrid, the hotel sought to achieve a positioning objective where the M.O. Ritz lifestyle would be the common thread that united all the actions carried out and would connect, in a true way, with locals and foreigners.
Thus, the city of Madrid began to be used as the added value that served as a catalyst for all the stories: the place where things happened. Under the slogan "Where things happen," we carried out numerous actions that sought to create new lines of communication for the press, expand social media presence for profiles aligned with the hotel's target audience, and connect with end users, whether local, Spanish, or tourists.
Ultimately, AREA's strategy, based on short-, medium-, and long-term objectives, was conceived as a visibility and awareness strategy that would reach different audiences through a unified narrative that was adapted to existing generational discourses. This was intended to
STORRYTELLING
GASTRONOMY
Gastronomy and an 'M.O. Ritz' lifestyle as a common thread
The pursuit of diverse perspectives and Madrid's multicultural nature are assets that have helped us at AREA carry out initiatives aimed at our target audiences. In addition to taking advantage of every moment in the calendar where luxury could become an everyday occurrence, we embraced the city's realities to speak directly to the target audience and transform the hotel into a friendly yet aspirational destination. Actions such as the Day of the Dead celebration in 2023 earned the hotel the title of first property in Madrid to recognize this holiday.
An action that was enhanced by a well-crafted strategy that sought to connect with Madrid's strong Mexican and Latin American community, as well as bring locals closer to a tradition deeply rooted in Mexico. Through collaboration with Mexican chef and socialite Karla Covavilla—who created a drink and tapa for Pictura—a press and KOL strategy was developed to amplify the moment, drive traffic to the hotel bar, and raise awareness of the culinary offerings of all the outlets as a whole.
These actions, whose creative concepts were also developed by AREA, have been part of the hotel's communication milestones during the more than two years they have entrusted their public relations work to AREA. Equally, and not for that reason, despite having its sights set on the present and the future, it has not only developed a communicative effort around the current events of day to day life at Mandarin Oriental Ritz, Madrid, but it has also made use of a look at the past through other magnifying glasses, such as the craftsmanship of its designs, the history of fashion throughout its years of history or the art that currently adorns its walls and is an ode to its more than one hundred years of existence.
Global results
Clippings Print
478
Online Clippings
1.148
Editorial Space
190,35
Editorial Value in Print