Work
Making a splash in LA
Project story: Regent Hotels & Resorts ~
The much-anticipated opening of the Regent Santa Monica Beach hotel marked a return to the Americas for this super luxury global player.
We crafted a distinctive cross-channel campaign to launch the brand and make it stand out within an already ultra-premium landscape.
Challenge:
To tell the hotel's story in a way that would engage both local tastemakers and future global guests, ensuring that it was an unmissable launch, confidently positioning the hotel at the top of the market.
With growing global presence and reputation, Regent Hotels and Resorts promises guests a gateway into another realm, a world away from the day-to-day. It offers spectacular locations where guests can switch gears and escape.
Having opened in Hawaii in 1970, the brand had since exited the US. The opening of Santa Monica Beach was a flagship moment; an opportunity to re-introduce its unique proposition to the Americas. For this project, we worked with the cinematic ‘Regent Presents’ concept we had already developed, evolving the concept with a unique Californian spirit.
Solution:
Drawing on the ‘Regent Presents’ concept which casts the guest as the protagonist, here we presented immersive micro-moments – beautiful experiences of reflected light and contrasting texture – which combined to build a distinctive brand world.
Rolled out across paid and organic social content, print ads, digital banners and OOH, imagery celebrated the golden hues of the Californian dawn and dusk using signature cinematic visual cues. Our handpicked team of creative directors, copywriters, and film editors, brought cutting edge knowledge of how to work the channels with a trend-leading aesthetic. Both message and imagery were crafted to promise an exceptional experience.
Output and Impact:
A bold concept, driving awareness and consideration in a highly competitive LA market
A thoughtful evolution of the core creative platform to drive local cut-through whilst strengthening the global brand
A hardworking toolkit of assets that has guided the hotel team in driving bookings ahead of launch.