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As Canoe Place Inn & Cottages, a property with over 300 years worth of history, entered a new era of ownership and subsequent rebrand, FerebeeLane was integrated to develop a brand narrative and subsequent hotel launch campaign.
Canoe Place Inn & Cottages in Hampton Bays, New York has welcomed guests in various ways for more than 300 years. The most recent owners envisioned a new era for the property, and recognized the need for a new brand that would position the destination for today’s mix of affluent travelers. As ownership set about on a rebrand, they thought they faced a stark choice: rest on history or lean entirely into the next generation. As FerebeeLane dove into the project, the decision was clear: instead of an either/or approach, the refresh and subsequent campaign would incorporate Canoe Place’s varied past as ingredients to create a future that would resonate with today’s guests. The explicit goal was to redefine luxury hospitality for a new generation of travelers.
FerebeeLane crafted a comprehensive playbook influencing every guest touchpoint from bedding color to menu design. Exuberant typography and icons like The Disco Crab nod to the property’s various eras – from a ‘20s speakeasy to a ‘70s disco and the maritime harvesting past. Micro experiences like a Jeep partnership transporting guests to airports, beaches and local attractions brought the brand to life for visitors. FerebeeLane also designed walking paths throughout the property — allowing guests to explore the expansive location with quiet moments as if they had their own private enclave. To launch, FerebeeLane initiated a street art campaign – ‘First Stop Out East’ – to complement the rebrand, bringing the Hamptons to the NYC streets. The results far exceeded ownership's expectations for booking rates, occupancy, and recognition by national media such as Travel+Leisure’s ‘10 Best New Resorts in the US,’ Luxury Travel Magazine’s ‘Best New Hotels in the World’ and more.
