The Ritz wanted to increase revenue by encouraging passers-by to come in for lunch, drinks or coffee. Historically this had been a daunting prospect for most ordinary Londoners, so the Grande Dame of hotels had to speak in a new way to a new customer. At the same time it couldn’t appear to step down from its pedestal. The result was a series of posters designed to extend the hotel’s footprint to Green Park Underground platforms and escalators.
Copywriting and design.