Goal:
RHC was brought on as part of the team to launch Greydon House, a Roman and Williams-designed boutique hotel on Nantucket. To position the property as the leading design hotel on the island, we collaborated with ownership to develop a one-of-a-kind fashion partnership with GANT clothing that helped connect the property with its historic New England roots.
Creative Strategy:
RHC set out to develop a creative strategy around Greydon House’s emphasis on interior design. Through in-depth research, discussions with our client, and by digging deep to uncover the heart of the hotel’s design ethos, RHC discovered the owners are the grandchildren of the late Elliott Gant. Gant created the GANT clothing brand and coined the term “preppy.” By coming up with the idea to have GANT design the hotel’s uniforms, we helped create an interesting story to tell the media, as well as an authentic brand partnership as both Greydon House and GANT celebrate design, heritage, and New England.
Execution:
- RHC initiated the partnership with GANT, an American-Swedish clothing brand based in Stockholm and originally based in New Haven, Connecticut
- A close partnership evolved as Greydon House’s owners decided to tap GANT to design the hotel’s uniforms in celebration of Elliot Gant’s legacy
- To drive coverage, RHC launched a targeted media campaign that allowed journalists and influencers to be re-introduced to the GANT collection
- RHC reached beyond travel and design, targeting fashion and lifestyle media to firmly bolster Greydon House’s reputation among the fashion set
Results:
- Secured an exclusive announcement of the uniforms in The New York Times’ Style Section
- Generated front of book coverage and feature stories on Elliot Gant’s legacy with coverage including: WWD, The London Times, The Telegraph, Tatler, Town & Country, Vogue, and Robb Report
- After the uniform partnership, GANT decided to open their own pop-up shop on Nantucket for the following season and partnered with Greydon House to facilitate it