Build awareness and consideration for St. Regis’ Resort portfolio among high-net-worth families while debuting the Vilebrequin for St. Regis retail collection through on-property activations. The campaign seeks to showcase the brand’s “Speed & Sport” pillar and luxurious Suites offerings, crafting a compelling, aspirational journey that reflects St. Regis’ signature experiences. Leveraging a social-first approach, it aims to drive engagement, enhance cultural relevance, and position St. Regis Resorts as the premier destination for elevated family leisure and lifestyle experiences.
In 2025, St. Regis Hotels & Resorts—renowned for creating exquisite experiences around the world—unveiled the next chapter of its partnership with French swimwear brand Vilebrequin, activating the collaboration through a hospitality-led digital campaign rooted in place, service, and family travel.
The partnership came to life through The Little Guide for a Grand Voyage, a cinematic story celebrating resort life, 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 an unexpected travel expert: a nine-year-old girl.
Through vivid storytelling and a distinctly St. Regis point of view, the campaign showcases how anticipatory service, expansive suites, curated leisure, and thoughtful programming come together to define the modern luxury resort experience for families.
The Little Guide for a Grand Voyage was conceived as a multi-platform social and digital hospitality campaign designed to spotlight the St. Regis resort experience while introducing the Vilebrequin for St. Regis collection through an on-property lens. The campaign emphasized how service, space, programming, and place work together to create meaningful guest journeys.
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 narrative framework allowed the brand to showcase suites, leisure, a limited-edition collaboration, and service in a way that felt organic, immersive, and emotionally engaging.
Launched across Instagram, Facebook, LinkedIn, Web and YouTube, the campaign leveraged social-first storytelling to bring the resort experience to life beyond the property itself. Consistent visual cues—family rituals, bespoke service moments, and lifestyle-driven experiences—reinforced St. Regis’ hospitality positioning while driving consideration and intent among luxury family travelers.
The campaign delivered strong performance across brand-owned, paid, and influencer channels, effectively translating hospitality storytelling into measurable engagement and traffic.
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 piece of content in both 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 page 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.
The Little Guide for a Grand Voyage exemplifies excellence in hospitality-led social and digital storytelling. By centering the narrative around on-property experiences, signature service, suites, and family programming, the campaign translated the St. Regis resort experience into a compelling digital journey that drove engagement, consideration, and cultural relevance.
Through cinematic execution, a distinctive narrative lens, and strategic multi-platform distribution, St. Regis demonstrated how social and digital channels can meaningfully showcase hospitality—not just as a destination, but as an experience.