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Gurney’s Winter Igloos Campaign

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What are igloos doing in Montauk in the middle of winter?! The Charles partnered with Gurney’s Resorts to improve their on-property winter experiences for 2019-2020 … Enter elevated luxury igloos. 

“Rather than doing a basic interior design exercise, we came up with the idea to create eight unique multi-sensory igloo themes,” says Josh Currie, Executive Producer at The Charles. “We really wanted to give each one its  own immersive decor – Santa’s Outpost; Log Cabin; Fortune Teller; Astronomy; Harry Potter; Après Ski; Roaring 20’s and Tropical Summer. My personal favorite? Santa’s Outpost.”

Knowing the igloos could be a major revenue driver, we also sourced call buttons that allow guests to request a server with the touch of a button in order to maximize orders. 


When the igloos launched mid-November they were an immediate hit.

“The announcement social post alone got the highest engagement they’ve seen within 15 minutes of posting – way beyond what we expected,” says Josh Currie. “Even better was the trickle down effect to Cyber Monday which was hugely successful – breaking their Cyber Monday booking records.” 


Gurney’s has sold out every weekend since launch, with 500 reservation requests in the first weekend alone. After receiving stellar press coverage from Travel & Leisure, Town & Country, Forbes and Departures Magazine,  proving the power of connecting the online experience with the offline.

*Gurney’s has since installed 6 igloos at the Newport property and an additional 3 at the Montauk property to keep up with demand. The igloos will be up through March 2020. Click here to book.