St. Regis: Preparing a Landmark Hotel for its Market

The St. Regis and SCB Partners have developed the communication strategy and positioning for a number of their global properties.

Challenge

Hotel brand St. Regis sought to refine the positioning of its Cairo property to clearly differentiate against competitors in the market. In addition, it required a launch strategy that would create intrigue for the property among international luminaries ahead of its launch.

Approach

SCB Partners visited the under-construction site of the St. Regis in Cairo, undertaking a guided tour to unpack the nuances of the property, in particular its event spaces and F&B venues. The visit also included in-depth interviews with valuable stakeholders, the General Manager, as well as local influencers in order to uncover the most effective and ideal positioning, programming, and launch event for the hotel to make its mark on the city.  SCB Partners then produced a positioning piece that identified the St. Regis Cairo’s distinctive proposition in the market as well as produced a strategy for a launch and programming that would impact and inspire a global set of tastemakers.