More than half the $10 million budget for "Let Us Stay with You" will be allocated to digital and social media. It marks the first time that digital efforts have accounted for a majority of the marketing budget, but it won't be the last. "Digital is a really important place where consumers are exploring their travel options. So being part of that conversation is really important to us," said Clayton Ruebensaal, VP-marketing. "People are daydreaming from their desks. That's what we're trying to take advantage of." "Let Us Stay with You," is the luxury hotel's first major campaign in nearly two years; the last ran from mid-2005 through 2009. Mr. Ruebensaal said that during the recession, like every other hotel out there, the focus was on getting "heads in beds" rather than investing in marketing and making emotional connections with consumers. But emerging from the recession, the Ritz-Carlton and its competitors -- Four Seasons, Mandarin Oriental and Peninsula -- were all starting to blur. Get the full story at Advertising Age