Case Study: Opal Collection

15 Years of Brand Evolution

Meet Opal Collection

Part of one of the largest hotel and resort management companies in America, Opal Collection is a premier assortment of luxury hotels and resorts, located in the most sought after destinations on the East Coast from Bar Harbor, Maine, to the southernmost tip of Key West, Florida. For almost 15 years, the company has partnered with Hawthorn Creative for the creation and execution of a multifaceted marketing strategy that promotes their ever-evolving portfolio of luxury properties.



Build brand awareness and loyalty to Opal Collection’s properties through cross-promotion of the hotel portfolio.


Reduce dependency on OTAs and capture traveler attention at the earliest stage of the buyer journey.


Increase guest retention by driving repeat bookings, particularly during shoulder seasons.


in booked revenue from each email campaign that Hawthorn Creative sends
unique visitors to Opal Unpacked each month
increase in followership on Instagram in two years

“We love featuring Opal Magazine in our guest rooms to showcase our destinations and hotels. This year, we launched several new email campaigns with an editorial focus for select hotels, highlighting things to do during a visit, and saw really great engagement rates and revenue, so we’re planning to increase this type of content strategy in the coming year.”


– Tricia Lanigan, Senior Marketing Manager

Here’s how we made it happen

In-Room Magazine

Opal Collection’s in-room magazine overcame the challenge of cross-promoting a portfolio of unique hotels and destinations to existing guests. This custom-branded in-room magazine delivers experiential content to enrich a guest’s stay and raise awareness of the collection nationwide.

Destination Website

Using a combination of regularly published fresh, editorial content and curated content from Opal Collection’s in-room magazine archives, this site draws in travelers at the top of the funnel researching their next stay in Florida, New York, and Maine, effectively promoting the collection’s properties through inbound marketing and driving thousands of unique referral visits and associated revenue to specific properties and the larger collection.

Email Marketing

These custom-designed, content-rich email campaigns promoting monthly offers, engaging content, and featured properties across the collection, resulted in over $6 million in associated revenue for Opal Collection, and are an especially lucrative channel for boosting guest retention.

Social Media

Building a cohesive presence across multiple social platforms is a challenge for any management company, but through careful strategic planning, Hawthorn created and implemented a unified social presence, cultivating a fresh, engaging user experience on Opal Collection’s Facebook, Twitter, Instagram, and Pinterest accounts, delivering content that aims to spark traveler interest at the top of the funnel.

Wedding Magazine

Opal Collection hotels host spectacular weddings and events throughout the year and, as such, require a highly visual and aspirational magazine designed to showcase the event spaces within the collection. The Opal Wedding Collection Magazine appeals to engaged couples with real wedding examples, lodging features, and wedding trends.

Branding & Collateral

From the ground up, Hawthorn Creative created the branding that makes several Opal Collection restaurants – like SALT, located in New Castle, New Hampshire – instantly identifiable. We also developed collateral, including a detailed map of The Sagamore Resort in Lake George, that drives ancillary revenue and builds brand loyalty at Opal Collection properties. The in-room newsletter, while smaller than a magazine, is just as carefully designed, and serves to highlight unique on-property features, as well as must-see attractions in the destination.

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