Client: St. Regis Chicago

What we did: Message strategy, creative concept, copy, print, digital advertising

Capturing the feeling of elevated living

The St. Regis Chicago entered the market as one of the city’s tallest residential addresses and became an instant icon in the famed Chicago skyline. We worked with St. Regis to develop strategic positioning based on the building’s soaring height and central location: “In the middle of it all, but above it all.”

Based on this strategy and the St. Regis brand, we developed the campaign theme, “Experience Transcendent.” The campaign purposefully doesn’t mention specific amenities, because, let’s face it, at this price point they’re table stakes. Instead, it stays above it all by capturing the glorious feeling of elevated living.

Given the economic status of our audience, physical pieces such as sales kits and stationery were sourced from the highest-quality materials. And because attention to detail is a hallmark of St. Regis service, it had to be the same for our campaign across all touchpoints.

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