Elevate awareness and consideration of St. Regis’ Resort portfolio among high-net-worth families while introducing the Vilebrequin for St. Regis retail collection through both on-property activations and curated experiences. The campaign will highlight the brand’s “Speed & Sport” pillar and luxurious Suites offerings, creating an aspirational, social-first journey that reflects St. Regis’ signature experiences. By driving engagement and cultural relevance, the initiative positions St. Regis Resorts as the ultimate destination for elevated family leisure and lifestyle moments.
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 delivered standout brand awareness performance across multiple digital platforms, significantly expanding reach and reinforcing recognition for St. Regis and Vilebrequin among target audiences.
The hero Instagram Reel achieved 368K views with a 9.2% engagement rate, alongside 368.6K impressions and 11.5K total engagements—indicating high audience attention and repeat exposure to the campaign’s distinctive visual and narrative cues. On Facebook, the hero film became the most-watched content in Q1 and Q2, earning 252K views and demonstrating sustained interest across platforms.
Paid social amplification further increased visibility at scale. Traffic-driven placements delivered a 2.3% click-through rate—doubling the Marriott benchmark—and generated over 20,000 clicks overall, signaling strong creative resonance and effective audience targeting that supported brand discovery and recall. Partnership-focused Instagram carousels also performed efficiently, achieving a $0.45 cost per link click, allowing the campaign to reach new audiences while maintaining creative consistency.
Influencer partnerships were leveraged 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 introducing the collaboration to new audiences. Whitelisted distribution ensured efficient reach and message consistency. Influencer-driven earned media delivered 116 posts, reaching 824.4K users, generating 4.54M impressions, and 56.4K engagements, significantly amplifying brand recognition.
The campaign delivered standout brand awareness across multiple digital platforms, expanding reach and reinforcing recognition for St. Regis and Vilebrequin, while creating a highly effective digital presence that deepened engagement, amplified desirability, and set a benchmark for how luxury brands connect with audiences through thoughtful, platform-aware storytelling.