Submitted by Cercone Brown Company

The Nantucket Inn | Press and Influencer Trip

Cercone Brown Company ran a press and influencer trip for The Nantucket Inn after its renovation, generating 230 Social Posts and 12.9M Impressions.

12.9M Impressionsimpressions
882k Impressionsimpressions
5 Placements*placements
230 Social Postssocial posts

Case in 60 seconds

The Nantucket Inn reopened after renovation for the 2024 season as a resort property, but a lingering misconception held, because many still saw it as simply the hotel by the airport.

The campaign appears to turn on the reading that a perception formed by physical location cannot be argued away in copy, because only people who walk the property can report the change credibly to their own audiences.

Rather than describing the renovation, Cercone Brown Company staged the property itself as the argument, bringing travel editors and Boston-based influencers into the Inn so the transformation was experienced rather than claimed.

Cercone Brown Company invited travel editors and prominent Boston-based influencers on an immersive trip built around a custom itinerary of family-style meals, morning yoga, a poolside party and time exploring downtown Nantucket, with each activity chosen to show the Inn's amenities, design details and local community ties.

Cercone Brown Company reports 5 Placements and 882k Impressions alongside 230 Social Posts and 12.9M Impressions, all marked as of January 2025.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Travel editors and prominent Boston-based influencers were the direct audience for the trip, with their readers and followers as the audience for the coverage that followed.
Nantucket carries an established set of associations around classic beach culture and nostalgia, and a property known as the hotel by the airport sits outside that, so the work had to move the Inn into a story the island already tells about itself.
Hotel renovations are announced constantly and the claim of a reimagined property is hard to distinguish from any other, which is why the agency put editors and influencers inside the building rather than sending the renovation news out as an announcement.
The Inn's stated role is a blend of classic beach culture and nostalgic Nantucket, and the itinerary was assembled so that each activity, from morning yoga to the poolside party, stood as evidence of that positioning.
Based on the available evidence, the trip assumes that editors and influencers write from what they experienced, so the itinerary was designed as the raw material for coverage rather than as entertainment for the guests.

Creative & Execution System

Assets & channels

  • media placements
  • social posts

Partners

  • Cercone Brown Company (lead_agency)

Creator role

  • prominent Boston-based influencers
  • travel editors

Results & Evidence

MetricValueResult type
impressions12.9M Impressionsimpressions
impressions882k Impressionsimpressions
placements5 Placements*performance
social posts230 Social Postsperformance

Why Cercone Brown Company's strategy worked

  1. 1

    A location-based misconception responds to firsthand visits rather than to messaging, because the trip attendees carried the correction to their audiences as their own observation instead of as a brand claim.

  2. 2

    An itinerary assembled from a property's existing amenities does double duty, because each activity is both hospitality for the guest and the specific proof point the brand needs shown.

  3. 3

    Casting influencers from Boston reads as a feeder-market choice for an island summer destination, because proximity makes the trip a plausible recommendation for the audience receiving it rather than an aspirational one.

  4. 4

    A returning client relationship shows in the brief itself, because Cercone Brown Company had already built the rebrand and was asked to carry the same ethos into earned and influencer coverage.

Related Case studies