Visual content proposal - The Roxy Hotel
on the SoHo/Tribeca border.
That combination is not being used.
Intentional and aspirational photography and short-form video built to drive direct bookings, not just fill the Instagram feed.
The opportunity
Where The Roxy Hotel stands
independent film at Roxy Cinema.
Downtown New York at the door.
The Roxy isn't a hotel that happens to have a bar. It's a cultural institution that also has rooms. The Django has nightly live jazz. Roxy Cinema runs independent and foreign films. Paul's Cocktail Lounge, Roxy Bar, Roxy Cafe. This is a downtown New York landmark and the content should reflect that.
What the work is actually for
in the middle of the action.
The photography should put them there.
The Roxy guest isn't looking for a quiet retreat. They want the energy of downtown New York with a room to come back to when they're done. Content that captures The Django at 11pm, the lobby at noon, and the streets outside at golden hour tells the story of what this property actually offers.
Content concepts for The Roxy Hotel
The Django at night
Live jazz in a subterranean room designed to feel like a 1930s Chicago supper club. That's a content asset most hotels would invent if they didn't have it. Shot with the right exposure and timing, The Django at night is the image that makes someone book a room specifically to be here.
The rooms and the neighborhood
Mid-century modern rooms directly above the cobblestone streets of Tribeca. The architectural contrast between the interiors and what's outside the window is the visual story. Content that uses the neighborhood as a frame earns engagement and direct bookings.
The cultural programming
Independent film screenings, live music, rotating art. The Roxy has more cultural programming than most venues in the city. Content built around those moments creates a reason to follow the hotel online and a reason to book before the next event.
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 Roxy Hotel to convert.
Content System looks like
for The Roxy Hotel.
Jazz nightly, an independent cinema, and one of the best bar programs in Tribeca. The Roxy has more content material than almost any boutique hotel in the city. Let's walk through what properly capturing it looks like.
Work With Me →