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Rebuilding momentum after a devastating hotel fire

We partnered with The Trailside Hotel from inception — building brand, website, and digital presence from the ground up on Minnesota's North Shore. After a fire forced closure during one of Duluth's busiest weekends, we relaunched the digital presence from a cold start, generating more pre-launch engagement in four months than many active hotels produce in a quarter.

The Trailside Hotel
The results

Numbers that moved

~2,000
Instagram followers before reopening
~1,000
New followers in a single month
57,586
Monthly views
940
Monthly link taps
10%+
Engagement rate
2 of 3
Properties in the ownership group

The challenge

A brand-new hotel faced the worst possible setback — a fire forcing closure during one of Duluth's busiest weekends, right as it was meant to build momentum.

Our approach

We relaunched from a cold start with a new brand, website, and organic social engine built to generate demand before reopening.

The outcome

In four months the hotel generated more pre-launch engagement than many operating hotels produce in a quarter, entering reopening with a genuine audience already in place.

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