March 12, 2014
The Ritz-Carlton Montreal is bolstering its support for local children's charity CHU Sainte Justine Foundation with a five-year $100,000 commitment and other efforts.
The hotel is asking guests to make a $1 donation upon check-in that will go directly to the charity's operating costs. With the exposure generated from various collaborative events, Ritz-Carlton Montreal aims to ease the tightly budgeted burden of CHU Sainte Justine.
"Aside from the 1$ check in program, we have committed to donate a portion of all proceeds generated from notable events that we at Ritz-Carlton Montreal produce will be donated to the foundation," said Katie Piccolino, marketing and public relations manager at the Ritz-Carlton Montreal, Montreal.
Healing more better
CHU Sainte Justine provides children and mothers-to-be with care and ranks as the second largest of its kind in North America. Over the next six years, the foundation is trying to attract $150 million in donations to invest in integrating research, healthcare and teaching activities through its Healing More Better campaign.
CHU Sainte Justine Foundation
Ritz-Carlton Montreal will assist in the effort to reach this goal. The $100,000 commitment will be dispensed over the next five years.
To announce the partnership, the hotel hosted a breakfast for families of sick children associated with the foundation.
"They were treated to a face painter, gifts, tickets to the show and a special heartwarming visit from Mickey and Minnie as they were in town for Disney On Ice," Ms. Piccolino said.
Maison Boulud at Ritz-Carlton Montreal
The next event that the hotel will is Grand Prix Formula 1 Gala on June 6, 2014. A part of the proceeds will go to CHU Sainte Justine.
Since the hotel will likely have a high rate of guests who donate $1, other institutions in the area may enact a similar pledge.
Cleaning the future
Other luxury brands have recently teamed up with children's charities.
For instance, Toyota Corp.’s Lexus is teaming up with volunteer-driven charity St. Baldrick’s Foundation to raise awareness of children’s cancer leading up to St. Patrick’s Day with a contest that promotes solidarity.
Fans are invited to shave their heads on their own or at a local St. Baldrick’s event and create a 15-second Instagram video stating what bold action they will take if they win the $2,500 prize. Not only does the contest leverage the time-tested solidarity move of shaving one’s head, but also furthers the IS promotion through the bold component, thus increasing the scope of people that could potentially get involved (see story).
Also, The Trump Hotel Collection is furthering its holiday partnership with St. Jude Children’s Research Hospital for the annual Thanks and Giving campaign with additional incentives for guests to get involved.
To complement its strong social media presence, the hotel chain will be offering guests a variety of offers that have built-in donations. Trump Hotel’s commitment to the Thanks and Giving campaign conveys an integrity that will likely appeal to consumers who were moved last year (see story).
Since the partnership is open-ended, the charity may receive more than expected.
"We have committed to donate a portion of all proceeds generated from notable events that we at the Ritz Carlton Montreal produce will be donated to the foundation," Ms. Piccolino said.
Final Take
Joe McCarthy, editorial assistant on Luxury Daily, New York
Share your thoughts. Click here
