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An elegant, small luxury hotel—a
Relais & Chateaux member—offered exquisite appointments and service.
But it offered that in a large, imposing stone fortress. While the client
enjoyed a fine reputation for splendid weddings and special events, it didn’t
have the daily and weekly traffic it wanted—or deserved.
We set out to make The Castle a
destination spot for weekending New Yorkers. To broaden the demographic to
include younger people. And to establish its white linen restaurant, Equus,
as a "foodie" destination.
To counter the coldness, we went with
warm and witty stories about just how far its superb staff would go to ensure
a luxurious time—day or night, weeknight or weekend. The stories were
all drawn from real life incidents at The Castle. We gave them a voice. And
a distinctive look and style in the ads and collateral materials.