Visual content proposal - The Mercer
Loft ceilings, Submercer downstairs.
The photography needs to match the mystique.
Intentional and aspirational photography and short-form video built to drive direct bookings, not just fill the Instagram feed.
The opportunity
Where The Mercer stands
on the corner of Mercer and Prince.
The most discreet address in SoHo.
The Mercer opened in 1997 and has never needed to announce itself. No sign out front. No brand campaign. Just 75 loft-style rooms on one of the most photographed corners in downtown Manhattan. The Submercer just reopened under Scott Sartiano. The photography should reflect that.
What the work is actually for
already knows what it is.
The imagery should confirm it.
The Mercer guest isn't shopping for a hotel. They're returning to something they already know, or they've been told about it by someone who wouldn't stay anywhere else. Content that captures the understatement, the light, and the specific feeling of those rooms speaks directly to that person.
Content concepts for The Mercer
The loft rooms
High ceilings, oversized windows, natural light that moves across the room throughout the day. These are the rooms that made downtown luxury a concept. Photographed with intention rather than staging, they make the booking argument without a single word of copy.
Sartiano's and the Submercer
Scott Sartiano brought Zero Bond's sensibility to The Mercer's brick-and-marble dining room. The Submercer lounge downstairs is back. F&B content that captures the atmosphere rather than the menu earns both reservations and the cultural credibility that keeps The Mercer's reputation intact.
SoHo at street level
The corner of Mercer and Prince is one of the most walked corners in downtown New York. Content that captures what it means to step out of this hotel into that neighborhood tells the story of why someone chooses The Mercer over anything else downtown.
Engagement options
First shoot
One-time - no commitment
One direct booking from a well-placed photo covers this.
Monthly Content System
Per month
Ongoing Content System for The Mercer to convert.
Content System looks like
for The Mercer.
SoHo's original luxury hotel with a newly reopened restaurant and lounge. The building, the rooms, and the neighborhood all have more visual material than the current content reflects. Let's walk through what capturing it properly looks like.
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