Drive buzz and excitement around The St. Regis brand while increasing cultural relevance through title sponsorship of the St. Regis World Snow Polo Championship, a luxury sport that resonates with our target audience. Accelerate brand awareness and prestige through on-strategy partnerships and high-impact activations to amplify reach and cultural impact. Drive anticipation and excitement ahead of Snow Polo through strategic partnerships and cultural conversation, setting the stage for amplified reach and impact during the event 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 .Each image transforms fleeting moments on the snow into timeless works of art, infused with glamour, precision, and cultural relevance.
Reveling in the romance and exhilaration of winter sport, this exclusive collaboration translates Kelly’s signature aesthetic into aspirational 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 collaboration with Tony Kelly exemplifies the power of effectively integrating a globally recognized creative voice into a social media campaign. On Instagram, the imagery delivered exceptional performance, demonstrating strong audience appetite for 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 capture attention and 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.
These results affirm the effectiveness of strategically integrating a prominent creative talent into a luxury brand campaign. By leveraging Tony Kelly’s distinct visual voice, the content achieved maximum shareability, cultural relevance, and engagement, positioning The St. Regis Hotels & Resorts at the forefront of luxury storytelling.
The collaboration with Tony Kelly 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 visuals, the campaign strengthened St. Regis Hotels & Resorts’ association with luxury sport, artistry, and aspiration across social platforms. Its strong performance in views and engagements demonstrates how creative partnerships drive brand awareness, cultural relevance, and audience engagement, reinforcing St. Regis’ position as a luxury leader creating memorable, shareable moments.