Marriott International — St. Regis Hotels & Resorts

Statement of Communication

As part of St. Regis Hotels & Resorts’ continuing partnership with Ginori 1735, which launched in November, in 2025 the hotel brand has highlighted the ongoing rollout of global activations across the portfolio on social media.

Before the debut of Café Ginori at The St. Regis Saadiyat Island Resort, Abu Dhabi—an experience blending Italian style and cuisine, St. Regis rituals, and the Art of Hosting—we wanted to tease the opening and generate excitement globally, while also implementing our social media strategy of creating clever, social-first, short form video to support brand partnerships.

To do this, we used a unique, visually-arresting, short-form video featuring Ginori 1735 porcelain in an exquisite, unexpected moment.

Posted to Instagram Reels (the primary video platform in our social media strategy) the video shows three Ginori 1735 teapots held aloft by three hands. Tea—an important part of Emirati culture and a St. Regis brand ritual—is mystically poured from the top pot, to the middle, to the bottom, and into the teacup in an unexpected and unquestionably glamorous manner that had audiences so captivated that they were asking whether it had been AI-generated (it had not). The punny caption “tea-sed” the location of our next Café Ginori and encouraged audiences to guess where we might be headed.