Hotel Downstreet
Offering guests a sneak peek at a self-aware hotel during renovations to drive bookings and spread local love.
Challenge
Proudly located in the heart of North Adams, Hotel Downstreet promises a comfortable, affordable stay with captivating surroundings and refreshed lodgings. Amidst their physical transformation, they unveiled a rebrand-forward peek at what to expect when doors officially reopened.
Approach & Solution
Shore—Creative and I collaborated with Main Street Hospitality to showcase the property’s proximity to a wealth of history, culture, and curiosities. We created an interim website to introduce locals and visitors alike to upgraded amenities and neighborhood attractions. And afford them an opportunity to book a room at “renovation rates.”
To fully express Hotel Downstreet’s exciting new era—and their hopes of becoming a Massachusetts mainstay—the tone had to be honest, approachable, and smart. But not stuffy. From this place, I wrote self-aware copy that invited savvy travelers to join in celebrating everything the downtown hotel is—while candidly acknowledging what it’s not.
We’re more rough than ready right now, but epic changes are underway.
Hotel Downstreet’s honest tone at work.
Impact
Hotel Downstreet’s no-fuss mindset, modern conveniences, and unmatched culture continue to draw and inspire more than just the local crowd. My preliminary voice and copy work grounded the Main Street retreat and helped shape the brand’s evolution.
Our collaborative efforts secured reservations and community support—just as we had hoped. And all while wearing hard hats!
“Meaghan elevated this project in a way that really adds value to the property.”
Jenn Shore, Shore—Creative Founder