Client: St. Regis Boston
What we did: Strategic messaging, creative concept, video, collateral, outreach and activation
When living the brand comes with butler service
St. Regis, one of the world’s most iconic names in luxury hotels, picked Boston to build its first residential-only tower in the nation. We were proud to be selected to translate the prestigious brand for a unique, discerning audience.
Our strategy was to communicate all the extras St. Regis offers by redefining what’s meant by luxury. It’s more than an opulent environment with all the amenities. At the St. Regis Residences, Boston, that’s standard. Our campaign, “Live as you wish,” goes further to claim that here, your every need will be anticipated, and even life’s most mundane moments will be exquisite. We developed a look and feel that uses surreal, fantasy vignettes to convey the lavish, unencumbered lifestyle of a St. Regis resident.
We applied this look and feel to a webpage, OOH and print advertising, sales collateral, and a video that features a yacht pulling into the Boston Seaport. The woman on the boat lifts her champaign glass to a resident, toasting him, and all those in Boston who live as they wish.
