St Giles 360 is a guest created extension of the “Be Central” campaign which launched in March and used guest-generated virtual reality content. A departure from the industry norm of utilizing VR to showcase the inside of their hotels, the St Giles brand is instead choosing to connect travelers with enriching travel experiences steps away from their global properties.
“One of our aims was to create something that our guest and viewers could have a little fun with, something interactive, engaging, and cool, that anyone could watch a few times over to capture the 360 experience. Our goal with the St Giles 360 campaign is to breathe further life into what it means to Be Central, which in itself creates endless possibilities, with the aim to inspire guests to explore and immerse themselves in authentic local experiences,” said Abigail Tan, Head of St Giles U.S.A, U.K. and Europe.
To jump start this initiative, St Giles issued an open casting call to their guests and also called upon key social media influencers across four continents to provide them with Samsung 360 Gear cameras to capture their travels, which are hosted on the St Giles 360 microsite, www.stgiles360.com. The entire St Giles 360 campaign is shot by and starring St Giles guests and social media influencers. The videos give viewers a 360 look into how guests and influencers explored the iconic sites around each hotel and invites them to vote for the best St Giles 360 guest content. Through the VR videos, viewers see iconic sites including The London Eye and Windsor Castle in UK, the Kek Lok Si Temple and Penang Hill in Penang, The Petronas Towers in Kuala Lumpur, and experience taking a yellow taxi cab in New York City, visiting the Top of The Rock and surfing in Sydney.
Created by New York-based creative agency, Piranha, the St Giles 360 videos can also be accessed via the new St Giles Hotels mobile app which is available on the Apple app store and Google Play as an Android app. The St Giles Hotels App allows visitors to watch 360 videos from St Giles 360 campaign, search property and city information, book reservations and secure the best deals at each St Giles hotel.