Visual content proposal - The Sohotel
A historic Lower East Side property
with a story worth telling and
photography that tells it.
Intentional and aspirational photography and short-form video built to drive direct bookings, not just fill the Instagram feed.
The opportunity
Where The Sohotel stands
Historic bones, prime LES,
potential for bold photography.
This is where we start.
The Sohotel sits on one of the Lower East Side's most storied blocks with the kind of history that makes a hotel interesting. The photography needs to find that story and make it visible to the guest who's looking for exactly this.
What the work is actually for
Images that make someone
complete their booking.
The LES guest is choosing this neighborhood deliberately - for the culture, the restaurants, the feeling of being somewhere real. The photography needs to reflect that authenticity and make The Sohotel the obvious choice for that guest.
Content concepts for The Sohotel
The building
Historic architecture on the Lower East Side photographs beautifully when you approach it like a filmmaker rather than a listing agent. The building itself is an asset that current photography ignores.
The rooms
We find what's interesting in each room - the light, the detail, the angle that makes someone feel like they want to be there - and photograph that. Not a wide shot of an empty bed.
The neighborhood
The Lower East Side's restaurant scene, the streets, the energy of a neighborhood that's been at the center of New York culture for a century. The Sohotel belongs here and the photography should make that clear.
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 to keep The Sohotel converting.
Content System looks like
for The Sohotel.
Most hotels at this level have the product. The photography just hasn't caught up. One shoot is enough to change that. Let's walk through what that looks like specifically for The Sohotel.
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