With the Fairlane Hotel, beyond content had the opportunity to create a brand narrative and define a voice, tone, and aesthetic before the property existed. Privately, we were able to build a brand book defining the culture and spirit of hotel for internal and vendor distribution. Publicly, we were able to share the Fairlane vision through an artfully curated Instagram account reflecting pre-opening brand and interior inspiration.
When the property was complete, we executed the vision in realtime; debuting finalized assets, actualizing lifestyle and property photography, food and beverage outlet photography, actively pursuing an online following and building overall anticipation. Beyond Content hosted Asher Moss (@basementfox) for editorial photography, Daniel Ellsworth and the Great Lakes and Danielle Maltby for music video filming, and Tournament Studios for supplementary creative support. Additionally, post-opening strategy resulted in influencer management and engagement, event execution, and press/media hosting and coordination.