New Greg Foley video ad campaign launches for New York’s Soho Grand and Tribeca Grand Hotels

New York, NY – March 2010 — With the influence and growing power of the internet, Grand Hotels NYC, the company behind the luxury Soho Grand and Tribeca Grand Hotels – New York, are releasing a series of ad videos on their websites as well as introducing them into their social media campaigns. The minute long videos will launch in the Hotels’ Facebook and Twitter pages and alongside their renowned lifestyle website,

Grand Hotels’ vision for the film came to fruition with Greg Foley, Creative Director of Visionaire, Consulting Creative & Design Director of VMAN and V Magazine, who has worked as a creative consultant for Grand Hotels NYC since 2004. The film’s content melds fashion and film and downtown culture, everything the Soho Grand Hotel and Tribeca Grand Hotels’ are passionate about. The multimedia project is “beyond an ad campaign” says Foley, “it is a lifestyle piece.” The plan will allow the Hotels to pull still images from the film footage to use for their upcoming print ad campaign.

Video ad campaign to launch Soho Grand and Tribeca Grand Hotels

Drawing inspiration from Warhol’s celebrity silk screens, Foley filmed in stark black and white and added colour post production. The camera follows two characters through the New York Hotels’ beloved downtown Manhattan neighborhoods, featuring the local architecture and historic cobblestone streets.  In just 60 seconds, Foley has succeeded in capturing the energies of these two distinct neighborhoods – which is no accident; it is clear, the locale is the real focus. “It’s a little love note to SoHo and TriBeCa neighborhoods.  We set out to ‘rediscover’ them through the eyes of two visitors and a party of their friends”. These two visitors take the form of a stylish muse, dressed in Doo Ri and wrapped in a Burberry trench and a cool auteur clad in a slender Hugo Boss suit, wielding an antique Bolex camera. The protagonists find their way to each other to the rhythmic beat of “Nonsense in the Dark" by Filthy Dukes.

This high concept ad is a natural way for the Soho Grand and Tribeca Grand Hotels, New York, to communicate their creative vision while continually evolving with the development of new media. Since introducing the boutique hotel experience to downtown Manhattan, they have always had their fingers on the pulse, looking forward and in this case, understanding the power of the internet and the influence of social media.

Along with their visibility on Facebook and Twitter, in the works is a mobile app. which among other things will bring their celebrated downtown City Guide into the traveling hands of consumers. The guide is a local take on the multi-faceted on-goings of downtown New York lifestyle, “it is designed to reveal the hidden side of all aspects of New York City culture-from art, film, fashion, music, and dining and nightlife. It’s an intimate introduction to the city as seen through the eyes of those who call it their home” affirms Tommy Saleh, Creative Director of Soho and Tribeca Grands and Editor in Chief of

The Soho Grand and Tribeca Grand Hotels are downtown Manhattan’s original luxury hotel pioneers; the first to introduce the luxury boutique hotel experience to downtown Manhattan. The Soho and Tribeca Hotels are located in two of New York City’s most sought after neighborhoods, alongside world renowned art galleries, boutiques and restaurants. Since their debut, they have emerged as modern classics, offering a refined clientele impeccable service, luxurious accommodations, stunning decor and a vibrant, local take on dining, nightlife and entertainment.

For more information about the Tribeca Grand Hotel and Soho Grand Hotel, visit their websites – and


About Grand Hotels, NYC

The Soho and Tribeca Grand Hotels are operated by Grand Hotels NYC.
Soho Grand Hotel and Tribeca Grand Hotel are part of Grand Hotels, NYC.

A pioneer in the industry, Grand Hotels NYC was the first company to establish luxury Manhattan boutique hotels in the downtown New York neighborhoods of SoHo and TriBeCa. Formerly Grand Hospitality, Grand Hotels NYC is the managing company that operates the ultra chic Soho and Tribeca Grand Hotels. Grand Hotels NYC is renowned for offering the highest level of personalized service and has continually set industry standards for premier amenities and guest services.

Grand Hotels NYC has also re-invented the conventional hotel bar concept and New York City’s notion of nightlife by offering a stylish, yet approachable experience in the Church Lounge and Grand Bar & Lounge – two of Manhattan’s key destinations for day or night.
Grand Hotels NYC is owned by Leonard and Emanuel Stern of Hartz Mountain Industries. To find out more and to make reservations, please visit: and


For media enquiries, please contact
Lori De Blois
Director of Public Relations
Grand Hotels NYC
Soho Grand | Tribeca Grand
310 West Broadway
New York, NY 10013 USA
Tel. 212-965-3057
Fax 212-965-3517