Working as part of the HWE team, St Regis asked us to extend their city-driven brand mantra LIVE EXQUISITE to build relevance across their resort properties. Embracing the different resort drivers was the first priority.

A set of driving (U)HNW luxury lifestyle trends + core resort insights : Competitive benchmarking snapshots : Mapping & opportunity analysis : Reframing of the Astor family DNA of gilded age Newport hedonism through the lens of contemporary luxury wellness & privileged lifestyle trends: Creation of a GLAMOUR THAT’S GOOD FOR YOU platform to define HAVENS OF GLAMOUR: Creative briefing.

The result was a highly differentiated campaign based on evocative images & unique experiences.