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.



Create, grow, and evolve brand awareness of Opal Collection’s hotels, restaurants, and spas.


Cross-promote the luxury properties in Opal Collection to high-end, elite travelers.


Increase booking and ancillary revenue for all Opal Collection properties.


as many unique website visits per month
increase in custom-branded magazine orders due to client satisfaction
increase in social followers

“We love having a beautiful printed piece like Opal Magazine to display in our guest rooms to showcase our hotels and resorts. Every year, the magazine gets better and better. 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 open rates and revenue, so we’re planning to increase this type of content 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 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.

Social Media

Building a cohesive presence across multiple social platforms is a challenge for any management company, but through careful strategic planning, observation and analysis, and tracking behavior, Hawthorn created and implemented a fresh, unified presence across multiple platforms, cultivating a fresh, engaging user experience on Opal Collection’s Facebook, Twitter, Instagram, and Pinterest accounts.

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.

Restaurant Brand Development

A new restaurant is nothing without a great moniker. From naming to logo design, we developed the branding that makes Opal Collection restaurant SALT, located in New Castle, New Hampshire, instantly identifiable. For other Opal restaurants, like Bangor, Maine’s Timber and Latitudes in Delray Beach, Florida, we were tasked with creating signature design and branding.

On-Property Collateral

From a detailed map of The Sagamore Resort in Lake George to promotional spa cards for The Wentworth by the Sea in coastal New Hampshire, we shined a spotlight on the amenities and key events on and off property, increasing ancillary revenue and building brand loyalty.

In-Room Newsletters

Smaller and more nimble than an in-room magazine, but just as beautifully designed, the Opal in-room newsletter highlights the unique on-property features, as well as the must-see attractions in the surrounding destination.

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