American Marketer


Starwood promotes latest St. Regis opening via experiential touchpoints

March 3, 2015

St. Regis Istanbul guest room St. Regis Istanbul guest room


Starwood Hotels & Resorts is celebrating the opening of its latest property, The St. Regis Istanbul, with a private screening of a short film dedicated to the hotel and city.

The hotel group encouraged members of its rewards program SPG and its social media followers to participate in an online auction to win admission to the London premiere of actor John Malkovich’s “Postcard from Istanbul” March 3. New hotel properties open continuously around the world, and hospitality brands often orchestrate events to surround the new hotel with buzz.

From London to Istanbul
St. Regis’ screening will be held in London even though the short film revolves around Istanbul.

The auction winner received two tickets to the screening as well as entry to the cocktail reception, a meet-and-greet with Mr. Malkovich and a one-night stay at the Park Lane Hotel in London. A SPG member won the auction for 8,500 Starwood points.

On the St. Regis Istanbul Facebook page a teaser of the film shows the cityscape of Istanbul at night. The clip shows British actor Julian Sands and Turkish actress Belçim Bilgin as well as snippets of Istanbul’s historic and iconic buildings to highlight its beauty and romance.

Post by The St. Regis Istanbul

St. Regis Istanbul is located in the Nişantaşı district, the Turkish equivalent to New York’s Fifth Avenue, where it is surrounded by boutiques, fine dining, art and entertainment. The property is nearby Maçka Park, the city center, Taksim square and the Bosphorus.

Each of the guest rooms is outfitted with the artwork of different Turkish artists and is decorated with Art Deco accents in an earthly palette.

The property is part of the Starwood luxury portfolio’s story of international growth, positioned by openings throughout 2015 (see story).