Twelve months, one launch at a time.
A year of campaigns for nine hotels, planned month by month, so your team always knows what's shipping next and what it costs.
$100K a month, $1.2 million a yearLast year, the rooms sold first.
Your brief said it plainly. Your booking pace says it in numbers.
Every season our creative turns up after the rooms are already sold, and each hotel ends up doing its own thing to fill the gap.
“Nine hotels, nine Instagram accounts, nine ideas of what we look like.”From the same brief
“We want one calendar the general managers can plan their year around.”Chief Commercial Officer, at our first meeting
Hotels, from Kennebunkport to Savannah, three of them closed every January and February.
Rooms to sell every night, plus five rooftops and four event floors.
Seasons that pay for the year. Spring reopening, Rooftop, Conference and New Year's Eve.
Drag the go-live date.
Pick a season. The curve is how its rooms book, week by week, drawn from the pace reports your revenue team shared. Anything booked to the left of the line sold before a single guest saw the campaign.
Twelve months, one skyline.
Scroll the year. A lit window is a hotel in market that month. The coast hotels keep their shutters on until March, and the roofs open in June.
The Rooftop launch, before you pay for it.
Five roofs, five formats, one idea. Switch hotels and watch what holds and what moves.
Hotel
Format
Held by the group
- The line, Up is open.
- The sun, in Marlow coral
- The Harbor Lane lockup
- One date, June 4
Chosen by the hotel
- The skyline
- The roof's name
- The local line
- The floor count
Four people sign this. Here's each answer.
Every chapter has one question in it and a tool that answers it, so nobody needs a call to get there.
Is one agency worth more than the twenty-seven suppliers we pay now?
For Renata, Chief Commercial Officer
This is your 2026 spend as your team shared it with us. Mark what you'd retire if you sign. We've left it honest, so if you retire everything the retainer still comes out a little higher than today. What you get for the gap is one calendar and one team that answers for every launch.
When do I see the work, and can I stop it?
For Theo, Brand Director
Four gates per launch, each with two working days for you to answer. Pick a launch, then send any gate back and see what it does to the date.
How many extra rooms pay for this?
For Priya, Revenue Director
1.26
The gold tick is break-even. We'll agree the measure with you in December, using booking pace in each launch window against the same weeks last year.
What arrives at my hotel, and what do you need from me?
For the nine general managers
Pick your hotel. Every month shows what we send you and what we need back. The hours are yours, counted honestly, including the shoot days when we take over a floor.
$100,000 a month, line by line.
Every line drops on its own and says what you'd lose. The base stays the same in every version you can build here.
The terms, in plain words.
Eight things your legal team will look for, written so everyone else can read them too.
- Term
- Twelve months of fees, January to December 2027. We start on December 1 and don't bill it, because the spring launch needs that month.
- Paying
- One invoice on the first of each month, due in 30 days. The amount never moves unless you change the plan.
- Changing the plan
- Add or drop a line with 60 days' notice. The new monthly figure starts the month after.
- Ending it
- After month six, either of us can end it with 60 days' notice. You pay for work done, nothing else.
- What you own
- Everything we make for you, outright, the day you pay for it. Photography is licensed to all nine hotels forever.
- Talent
- Models and voices are cleared for two years, renewable at the original rate.
- Media money
- Your paid media budget stays with you. We plan and manage it and never mark it up.
- Changes
- Two rounds on every piece. If we missed the brief, further rounds are on us.
What we don't know yet.
Four things we'd rather ask than guess. Each one moves something on this page.
- Can spring go on sale January 8?
It means building the reopening campaign in December from your existing photography plus one winter shoot day. If that's too tight, we go live January 22 and give up about nine points of the spring curve.
- Does Kennebunkport reopen March 26 or April 9?
Last year's date was April 9. The spring plan assumes all three coast hotels open together. If Kennebunkport opens later, it gets its own week of the launch.
- Who approves the local lines?
We've assumed Theo, with each general manager seeing their hotel's version 48 hours before. If GMs approve their own, add a day to every gate.
- How big is the media budget?
We've planned on $1.8 million of paid media across the year, held by you. If it's smaller, Conference push moves toward email and events, and we'd tell you by June.
The first six weeks.
- Nov 20You sign. We book the coast shoot the same day.
- Dec 1Kick-off in Boston with all four signers.
- Dec 2 to 11We walk all nine hotels with each general manager.
- Dec 14The annual plan, for your sign-off.
- Dec 17First look at the spring reopening.
- Jan 8Spring reopening goes on sale.
Sign and we start December 1.
Every hotel stay starts with a registration card. So does this one.
$1,200,000
$100,000 a month. Prices as configured above.
Or reply to Jo Marlow with changes. We answer the same day.