Ritz Carlton Maui, Kapalua’s Calming Spot Invites You to Restore Yourself to the Wild

Creating a connection to the surrounding nature has the power to create richer experiences for all travellers craving to indulge in the natural beauty of their destination. In a new campaign for The Ritz-Carlton Maui, Kapalua, agency partner Team One, Publicis Groupe’s fully integrated media, digital and communications agency for premium brands, was tasked to reposition the Kapalua property as a standout amongst its island competitors ahead of its 30th anniversary. 

The newly renovated Ritz-Carlton Maui, Kapalua property emphasises the surrounding elements distinctive to the Kapalua side of the island. The Ritz-Carlton has also made new additions inspired by ancient Hawaiian traditions so that you can ‘e malama kou kino’ - care for your body - or catch a clear view of the rainbows signature to Kapalua’s environment in the new Ritz-Carlton Club Lounge at the Anuenue Room. (Anuenue means rainbow in Hawaiian.) The Ritz-Carlton Maui, Kapalua is committed to preserving the natural splendour of Kapalua and honouring the cultural traditions of the island, setting the standard among its comp set in Hawaii through maintaining its connection to Hawaiian culture. The hotel proudly preserves the Honokahua Preservation Site, which is recognized as a 'wahi pana' (sacred site) that lies adjacent to the resort. 

The new work aims to shift travellers’ perspectives on how hotels, especially those in Hawaii, are marketed, by placing an emphasis on and immersing travellers in the best of what Hawaii has to offer–the natural elements - encouraging travellers to ‘Restore Yourself to the Wild.’ Through each feature of the new campaign, the magic of Kapalua is brought to life, showcasing the elements so palpable that they seem to come alive - to have their own point of view. 

The campaign includes a 60s website video accompanied by print and mobile graphics. The creative concept’s unique illustrations and distinct point-of-view (from the perspective of nature itself) aim to stand out from the usual vacation tropes to illuminate how fresh and different it could be if you stayed at The Ritz-Carlton Maui, Kapalua. The video displays aerial views of the property highlighting the lavish gardens, ocean access, and more of the hotel property. The exquisite visuals are accompanied by a tune reminiscent of life in the islands. 

Team One also worked with The Ritz-Carlton’s long-time curator and cultural steward, Clifford Naeʻole to ensure that all creative work remained authentic to the spirit of Kapalua. 

The campaign was developed using insights from Team One’s annual Global Affluent Tribe (GAT) study as well as a survey of 313 luxury travellers likely to visit Hawaii in the next two years. The research identified that the Kapalua location was a huge asset. Travellers were seeking a location with serenity and natural splendour, which could only be found in Kapalua. Additionally Kapalua was the truest, most authentic expression of Hawaiian culture. While some hotels use Hawaiian culture as a prop, The Ritz-Carlton proudly honours and cherishes it. The new work preserves the sacredness of the hotel’s location and the inclusion of Hawaiian art and customs throughout the property.

The ‘Restore Yourself to the Wild’ campaign will run nationally across print, digital, social and video, while also being incorporated into the online branding and presence of The Ritz-Carlton Maui, Kapalua.