The Challenge

In March 17, 2020, on the very day I joined The Fantastical, the United States shut down due to COVID-19. One of the agency’s largest clients, White Elephant Resorts, suddenly faced a crisis that threatened the entire hospitality industry. The brand owned four flagship Nantucket properties (White Elephant, Jared Coffin House, The Wauwinet, and Nantucket Boat Basin) and was preparing to launch a brand-new property in Palm Beach later that year.

With constantly shifting COVID regulations in both Massachusetts and Florida, travel uncertainty at an all-time high, and guest safety concerns dominating public conversation, the challenge was twofold: keep the Nantucket portfolio fully booked during the 2020 season while successfully launching an entirely new property in a very competitive market.

The Strategy

Our approach combined real-time crisis communication (daily client status meetings), immersive creative storytelling, and proactive guest experience design.

We positioned Nantucket not just as open, but as a safe, restorative escape from quarantine life. Our messaging emphasized the brand’s rigorous health and sanitation protocols while showcasing the island’s natural beauty, privacy, and ability to offer socially distanced luxury travel.

For Palm Beach, we built excitement months ahead of launch by establishing a distinct identity for the property, positioning it as a high-touch boutique alternative to legacy luxury institutions like The Breakers and The Colony.

The Execution

Throughout 2020 and into 2021, our team operated in near real-time as regulations changed, often daily. We delivered fully integrated marketing support across:

• Daily email and SMS communications

• Paid social campaigns

• Print advertising in luxury pubs

• Ongoing collaboration with PR partners for timely press coverage, releases and travel award submissions

• Real-time guest messaging around safety protocols and travel updates

• VIP “Recurring Elephant” Personalized Guest Communications

To maintain emotional connection with travelers during lockdowns, I produced quarterly photo and video shoots across the Nantucket and Palm Beach properties, creating a steady stream of aspirational content that transported audiences to the island and reinforced the brand’s sense of escape. In addition to leading the client relations, I led production of the properties’ foundational creative assets. Working closely with the agency founder/photographer, the fabulous Michael Ancevic, I oversaw casting, wardrobe, set design, location logistics, COVID compliance, and post-production partners.

The Results

Despite launching during one of the most volatile moments in hospitality history, the campaign delivered exceptional results:

• All four Nantucket properties were fully booked for the entire 2020 spring, summer, and fall seasons

• White Elephant properties achieved the highest room rates on Nantucket versus competitors the entire summer.

• White Elephant Palm Beach opened in November 2020 and remained fully booked for six consecutive months

• Within its first year, White Elephant Palm Beach was named the #1 Resort in Florida by Travel + Leisure

• White Elephant Resorts were also recognized among Travel + Leisure’s Top 500 Hotels in the World