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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. 

 

Image by The Charles
Image by The Charles
Image by The Charles

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.” 

 

Image by The Charles
Image by The Charles
Image by The Charles

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.