Resort Client
ONE RESORT, THREE FEEDS, ONE COHERENT BRAND
THE CLIENT
Marriott Hutchinson Island Beach Resort & Marina is a large-scale oceanfront resort on Florida's Treasure Coast, with two property clusters connected by an 18-hole executive golf course, a 76-slip marina, six new pickleball courts, a full roster of on-site dining, and amenities that span everything from beachside family days to adults-only escapes. When they brought us on, they were weeks away from relaunching the property after a $50 million renovation, with two brand-new dining outlets set to open a few months into the engagement.
THE CHALLENGE
The resort's physical transformation was massive. The social presence needed to match it. Every amenity, from the renovated pools and common areas to the new restaurants to the updated rooms, needed a content strategy that felt as fresh as the property itself. On top of revamping the flagship resort account, we were tasked with building brand-new social presences for the two new dining outlets from zero, and launching them alongside their physical openings.
WHAT WE DID
The first job was rebuilding the resort's social presence so it could match the scale and polish of the property itself. We developed a brand voice that captured Hutchinson Island's sun-kissed, family-oriented, relaxed-luxury positioning and carried it consistently across every touchpoint, from in-room moments to poolside cocktails to marina sunsets.
Alongside the flagship account, we launched and grew two brand-new social presences from scratch for The Hutch, the resort's coastal coffee and merch cafe, and Locals Lanes, the on-property duckpin bowling and dining concept. Each one built its audience through a mix of organic content, day-to-day community management, and influencer collaborations we sourced and managed in-house.
Throughout the engagement, we've been on-site for every major moment the property has hosted, from the grand openings of The Hutch and Locals Lanes to the ribbon-cutting for the newly renovated marina, producing launch-day content that was cascaded onto their social platforms.
The engagement is now in its second year, and the client continues to retain us year over year because the work has gone beyond content delivery. They've pointed to our understanding of their brand voice, their local and drive-market audiences, and the nuance of how the resort, the marina, the dining outlets, and the surrounding community each fit together. That's by design, because our work is built to feel in-house, not outsourced.
THE RESULTS from Fall 2024 to Present
Across all three accounts (Hutchinson Island Marriott, The Hutch, and Locals Lanes) and both platforms (Instagram and Facebook), the engagement has delivered:
5.7M+ views
2M+ reach
140,000+ profile visits
105,000+ link clicks
28,000+ content interactions
9,300+ new followers, nearly 6,000 of which were built from scratch for The Hutch and Locals Lanes after launching with zero prior audience
VIRAL MOMENTS
Across the resort, The Hutch, and Locals Lanes, a combination of organic content, influencer partnerships, and paid amplification we managed end-to-end produced multiple viral posts. A few standouts:
The Hutch
"You just found the cutest coastal café in Stuart" — 110,605 views, 53,888 reach, 1,472 new follows, 2,011 likes
Influencer collaboration with @treasurecoastmom — 37,193 views, 25,426 reach, 2,394 interactions, 1,296 likes
Locals Lanes
Launch announcement, "Locals Lanes is ready to roll!" — 45,735 views, 30,764 reach, 512 new follows
Influencer collaboration with @treasurecoastmom — 39,254 views, 28,897 reach, 2,631 interactions, 1,013 likes
Hutchinson Island Marriott
Influencer collaboration with @rachel_marrero — 41,005 views, 550 interactions, 449 likes on a single carousel
Marina reopening launch content — 20,214 views, 11,458 reach
THE SHIFT BEYOND THE NUMBERS
The biggest signal of the work isn't in the metrics. It's in the retention. The resort has continued to engage us year after year because the content doesn't read like agency work. They've told us repeatedly that the voice, the audience understanding, and the attention to the resort's nuance feels in-house. That's the standard we aim for on every account, and this resort is where it gets tested at the highest stakes.
WHY IT WORKED
The work has held up because every piece fit together. We built a brand voice that captured the resort instead of performing it, and paired it with a content strategy aimed at the specific people who actually book stays at the resort, from the local community and drive-market families to couples, boaters, and retirees. New accounts for The Hutch and Locals Lanes launched alongside their physical openings with on-site coverage at every major moment, all of it tied together by a commitment to creating beautiful, brand-aligned content and providing detailed attention to all aspects of the accounts.
That's the kind of work that keeps a client year over year.
