AR Has Designs on St. Regis

NEW YORK Trading on its background in high-end fashion, AR has been selected to provide creative for St. Regis Hotels, Resorts & Residences following a review.

The New York agency will develop brand iconography, advertising campaigns and collateral materials. Work for the luxury chain had previously been handled in-house or through shops on a project basis. The client spent slightly less than $1.5 million in measured media last year, per Nielsen Monitor-Plus.

“AR’s appointment is particularly timely for St. Regis as we continue on a path of dynamic growth and expansion,” said Kerry Hatch, president of St. Regis, in a statement. Hatch noted that during the review, in which other contenders were undisclosed, the shop proved it “understood our brand’s unique aesthetic and ultra-luxury approach.”

The agency’s fashion experience and flair for design were also key factors in its selection. Its first work for the brand will break this fall in upscale lifestyle magazines.

“We look forward to closely collaborating with their team to create a distinctive, sustainable brand platform representing the prestige and leadership St. Regis wants to communicate as a growing, premier luxury lifestyle brand,” said agency CEO and ecd Raul Martinez said.

The company in the next few years plans hotel launches in locales such as Bora Bora, French Polynesia; Fort Lauderdale, Fla.; Mexico City; Singapore; Anguilla; and Puerto Rico.

The agency has crafted campaigns for a number of fashion advertisers including Brioni, Calvin Klein, Dolce & Gabbana, Jones New York, House of Dereon and Banana Republic.

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