Challenge:
The Ritz-Carlton, Phoenix offered something very different from the other hotels in the chain—a true to life high tea service put on by the maitre d’ of afternoon tea. While rich in heritage and popular among those in the know, The Ritz-Carlton wanted to broaden their audience with a regular print advertising vehicle.

Solution:
Pivotal Internet collaborated with the maitre d’ of afternoon tea and came up with idea of a monthly newsletter in which to talk about all things tea. The new publication would hold true to the corporate standards of The Ritz-Carlton, yet stand alone in it’s exclusive promotion of tea service in the Lobby Lounge.

Results:
Through select placements in secondary channels like spas and high-end boutiques, the Tea Leaf has increased daily reservations significantly and the cross-selling of tea products has been markedly successful.