Puttin’ on the Ritz

Sorry, the headline is irresistible when you’ve just been picked by the sports, entertainment and real estate giant, AEG, to market its new Ritz-Carlton residence tower.

Priced from $800k to $10 million each, the new Ritz-Carlton condominiums are the residential centerpiece to AEG’s L.A. LIVE complex in downtown Los Angeles. L.A. LIVE is home to the Staples Center, Nokia Theater and Grammy Museum, among a dozen other venues, restaurants and bars, and the Ritz apartments represent the ultimate pied-a-terre for the well-heeled sports or music fanatic – where you can just go “downstairs” to see the NBA All-Star Game, for instance, or Paul McCartney.

The campaign is spending $2 million-plus for local, regional and national print, as well as online, and launches in late June.