Drive buzz and excitement around The St. Regis brand and increase cultural relevance through title sponsorship of the St. Regis World Snow Polo Championship, a luxury sport that resonates with our target audience. Leveraging strategic partnerships and fostering cultural conversation ahead of the event builds anticipation and sets the stage for amplified reach and impact during the championship itself.
St. Regis Hotels & Resorts is proud to present the exclusive work of internationally acclaimed photographer Tony Kelly, whose visionary approach to photography has captivated audiences worldwide. In collaboration with Kelly, St. Regis developed and executed four distinct visual concepts centered on the glamour and exhilaration of Snow Polo in Aspen. This commission continues the brand’s founding family the Astors’ longstanding legacy of championing artists and innovators, reinforcing St. Regis as a patron of creativity and cultural distinction.
Each December, polo stars, fans, and VIPs arrive in Aspen for the St. Regis World Snow Polo Championship. The sport’s most celebrated players, including Nacho Figueras, St. Regis Global Connoisseur and emblem of Snow Polo’s elegance and prestige, compete on a snow-covered pitch. The celebration of style and sport continues from iconic ski slopes to exquisite rituals shared at The St. Regis Aspen Resort.
Each image created with Tony Kelly was designed to surprise and delight, telling a compelling story that blends the romance of winter sport with timeless style through bold, unexpected contrasts. His work plays with juxtaposition—placing a bare leg in a high heel atop a horse, or an opulent dinner table set against a snowy landscape—creating scenes you would never anticipate yet can’t look away from. These photographs spark awe and conversation across social platforms, exemplifying creative integrity, strategic integration, and shareability while delivering content that is visually striking, unforgettable, and impossible to scroll past.
To celebrate the 2025 St. Regis World Snow Polo Championship in Aspen, we worked with internationally acclaimed photographer Tony Kelly to create an exclusive collection of 4 fine-art images. Renowned for his bold, high-gloss aesthetic and cinematic storytelling, Kelly brought his unmistakable vision to The St. Regis Aspen Resort, creating poster-worthy visuals that capture the intensity, elegance, and romance of Snow Polo.
Reveling in the romance and exhilaration of winter sport, this exclusive collaboration translates Kelly’s signature aesthetic into unexpected lifestyle moments that merge the refined elegance of St. Regis with the spirit of the season. Set against the dramatic Aspen mountain backdrop, his photography captured the powerful intersection of style, luxury, and winter sport culture that defines the event.
Through iconic stills and cinematic video reels, Kelly’s instantly recognizable style commands attention and drives global buzz, elevating the St. Regis World Snow Polo Championship beyond a singular event. The result is an enduring symbol of winter glamour—one that positions Snow Polo as the ultimate expression of luxury and solidifies St. Regis as a cultural icon on the world stage.
Imagery spans both the thrill and the lifestyle of Snow Polo, turning moments into scenes as aspirational as they are iconic. From riding in motion across snow-covered peaks to romantic mountain scenes and an exquisitely set dining scene, each visual evokes the glamour of winter sport, capturing the art of celebration.
The Tony Kelly imagery delivered exceptional performance on Instagram, demonstrating strong audience appetite for elevated, culturally resonant storytelling rooted in luxury sport. Across six posts, the campaign generated 6.1 million views, with an engagement rate of 4.4% for Reels and 1.5% for carousel posts and 4.26K post shares, reflecting significant visibility and sustained interest in the Snow Polo narrative.
Audience response was equally compelling, with 430K total engagements, underscoring the content’s ability to not only capture attention but generate active interaction. Engagement was driven primarily by likes, totaling 97.8K, signaling strong aesthetic appreciation and emotional resonance with Tony Kelly’s cinematic imagery.
Collectively, the results affirm the power of pairing a globally recognized creative voice with a culturally prestigious sporting moment. The imagery’s strong performance reinforces its shareability and effectiveness in driving both scale and engagement, while positioning St. Regis Hotels & Resorts at the center of a modern luxury conversation.
The collaboration with Tony Kelly successfully elevated the St. Regis World Snow Polo Championship beyond an event, shaping a refined cultural narrative around the sport. By translating the glamour, intensity, and romance of Snow Polo into iconic visual storytelling, the campaign strengthened St. Regis Hotels & Resorts’ association with luxury sport, artistry, and aspiration.
The strong performance across views and engagements demonstrates the effectiveness of high-impact creative partnerships in driving brand awareness and cultural relevance among the St. Regis Hotels & Resorts audience.