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, and accelerate brand awareness and prestige through on-strategy partnerships and high-impact activations to amplify reach and cultural impact.
The St. Regis World Snow Polo Championship was designed as a layered, immersive experience that invited guests to not only watch Snow Polo, but to live within the St. Regis world.
At the heart of the activation was a curated pop-up at The St. Regis Aspen Resort featuring the STAUD for St. Regis Alpine Collection. The installation brought fashion into the Snow Polo narrative, offering guests a tactile, style-forward expression of winter sport culture. The Alpine Collection highlighted three key pieces: The Fleece Pullover in a multi-color palette; The Shearling Handbag, combining a plush exterior with a sleek leather buckle closure and co-branded charm; and The Long-Sleeve Crewneck Shirt, featuring a small front logo, oversized back patch, and a versatile fit perfect for layering or wearing solo. Positioned within the event space, the pop-up became a natural gathering point for players, creators, VIPs, and hotel guests, extending the energy of the matches into the property.
Internationally acclaimed photographer Tony Kelly created a bold, high-gloss visual narrative designed to draw attention to the event, teasing Snow Polo in the week leading up to the Championship through collaborative Instagram posts that built anticipation. Reveling in the romance and exhilaration of winter sport, Kelly’s signature aesthetic captured 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.
During the event, photographers Nick Radford and Greg Doherty captured dynamic images of celebrities and VIPs—such as Shaun White, Phoebe Dynevor, Martha Hunt, Goldie Hawn, and others—which were amplified across St. Regis social channels and through global press releases. Together, these visual elements translated the live event into highly shareable content that celebrated both the thrill of competition and the surrounding lifestyle.
Through this integrated approach, Snow Polo became more than a weekend event—it became a destination experience and a symbol of winter glamour, reinforcing St. Regis as a leader in experiential luxury and modern hospitality storytelling.
The Tony Kelly imagery delivered exceptional performance on Instagram, demonstrating audience appetite for elevated 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. 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 resonance with Tony Kelly’s cinematic imagery.
Impressive performance also included partner-driven activations. Content from the STAUD for St. Regis Alpine Collection pop-up reached 607K users, generated 271.4K impressions, 7.2K engagements, and earned 5.1K clicks, achieving a 1.86% CTR. These results highlight the effectiveness of extending the Snow Polo experience by integrating fashion, retail, and hospitality.
The 2025 St. Regis World Snow Polo Championship evolved from a sporting event into a defining cultural moment through luxury sport, fashion, hospitality, and storytelling. Collaborations with Tony Kelly and the STAUD for St. Regis Alpine Collection pop-up transformed it into a multi-dimensional experience resonating in Aspen and across social platforms. By translating Snow Polo’s glamour and sophistication into iconic visual and experiential touchpoints, it strengthened The St. Regis’ association with luxury sport, cultural relevance, and modern aspiration. The results affirm the power of pairing a globally recognized creative voice with a prestigious sporting moment, reinforcing St. Regis Hotels and Resorts at the center of modern luxury.