For its new video series, St. Regis faced a challenge — to encapsulate the breadth of experience at a single hotel or resort through a short form, captivating, best-in-class video that would embody its status as part of the Best Address, the comprehensive legacy and ethos born at the original St. Regis New York that now thrives in every St. Regis location.
By carefully curating soundtrack, subject matter, and editing, while keeping in mind that on social media, brevity is the soul of—well, everything—St. Regis sought to put the spotlight on the unique moments at its properties that make a stay exquisite, and are sometimes overlooked in evergreen content with a broader point of view. At the same time, this video content needed to be appealing and relevant, matching platform trends and audience preferences to create a highly engaging campaign.
The final videos, framed 4x5 or 9x16 and always less than 20 seconds, are vivid vignettes sharing elevated moments that never overstay their welcome — a pop of Champagne or signature Bloody Mary, an exceptional detail or stunning view, all framed against exquisite backdrops and superlative destinations. In addition to wonderfully capturing the look and feel of the Best Address, this content franchise has generated 334K engagements and 1.2M impressions for St. Regis Hotels, making it a worthy format for showcasing the beauty of the brand’s exquisite resorts and hotels.