Drive awareness and consideration of St. Regis’ Resort portfolio among high-net-worth families while debuting the Vilebrequin for St. Regis retail collection and on-property activations. The campaign aims to showcase the brand’s “Speed & Sport” pillar alongside its luxurious Suites offerings, creating a compelling, aspirational journey that highlights St. Regis’ signature experiences. Through a social-first approach, the initiative seeks to engage audiences, enhance cultural relevance, and position St. Regis Resorts as the ultimate destination for elevated family leisure and luxury experiences.
In 2025, St. Regis Hotels & Resorts, creator of exquisite experiences around the world, unveiled the next chapter of its partnership with French swimwear brand Vilebrequin.
The collaboration came to life through The Little Guide for a Grand Voyage—a cinematic story celebrating family travel and the art of refined discovery. Set at The St. Regis Punta Mita Resort, the film follows a family’s sun-soaked journey led by their discerning travel expert: a nine-year-old girl.
Through vivid storytelling and timeless style, the piece captures the elegance, humor, and heart of travel reimagined through the St. Regis lens.
The Little Guide for a Grand Voyage was conceived as a multi-platform digital brand awareness campaign designed to introduce the Vilebrequin for St. Regis collection while strengthening top-of-mind awareness for both brands among family-focused luxury travelers. Through cinematic, narrative-led storytelling, the partnership celebrated shared values of heritage, craftsmanship, and elevated travel experiences.
Anchored by a two-minute hero film set at The St. Regis Punta Mita Resort, the campaign unfolds through the imaginative perspective of a nine-year-old “travel expert,” accompanied by her secret accomplice, a St. Regis Butler. This distinctive narrative device created an immediately recognizable and emotionally resonant brand moment, allowing audiences to engage with the St. Regis world and Vilebrequin’s resort-inspired prints in a way that felt both playful and aspirational.
Launched across Instagram, YouTube, Facebook, LinkedIn and Web, the campaign ensured broad digital reach while maintaining a unified creative vision. By consistently showcasing family-oriented rituals, bespoke service, and on-property experiences, the storytelling reinforced brand cues and visual signatures that strengthened audience recall and recognition across platforms. Notably, one of the Facebook teasers ranked as a top-performing post of the year, leading in key metrics including 30.43% engagement rate and 30.30% VTR.
The campaign achieved strong awareness-driven performance across brand-owned and paid social channels, significantly expanding reach and reinforcing brand visibility.
The hero Instagram Reel garnered 368K views with a 9.2% engagement rate, alongside 368.6K impressions and 11.5K total engagements. On Facebook, the hero film was the most-watched content in Q1 and Q2, earning 252K views. Click-through rates on traffic-driven ads were strong at 2.3%, effectively translating aspirational storytelling into website and resort visits.
Traffic-focused assets excelled, doubling the Marriott benchmark and driving over 20,000 clicks overall. Partnership-focused Instagram carousels were particularly effective, achieving an efficient $0.45 cost per link click.
Influencer partnerships were leveraged exclusively for the Vilebrequin collaboration and resort awareness. A curated group of family-aligned, aspirational creators—including Hannah Bronfman, Charlotte Groeneveld, and Laura & Nicolas Herbert—produced authentic content that introduced the collaboration to new audiences. Whitelisted distribution ensured efficient reach and message consistency. In total, influencer-driven earned media delivered 116 posts, reaching 824.4K users, generating 4.54M impressions, and 56.4K engagements, significantly amplifying brand recognition at scale.
The Little Guide for a Grand Voyage exemplifies excellence in brand awareness storytelling within the digital and social space. By leveraging a distinctive narrative lens, cinematic production, and strategic multi-platform distribution, the campaign created a highly memorable brand moment that strengthened recall and reinforced the luxury positioning of St. Regis and Vilebrequin.
The campaign successfully elevated visibility, expanded reach among target audiences, and delivered consistent brand signals across touchpoints—demonstrating how thoughtful, story-driven content can drive meaningful brand awareness in a digital environment.