Case Study
How I helped the stonewater find its voice
The Challenge
When The Stonewater transitioned to new ownership in early 2024, they weren’t just reopening - they were reintroducing themselves. The boutique hotel, tucked along BC’s Sunshine Coast, needed a fresh and cohesive voice that could carry through every guest touchpoint, from their website and welcome texts to press materials and social media.
I was brought on to build that voice from the ground up and ensure it resonated across platforms. My mandate included everything from developing a distinct brand personality to securing earned media coverage in advance of their first summer season under new leadership. That also meant launching a strategic newsletter, planning and press trips, crafting a guest guidebook, and leading content creation across all public-facing channels. Every word - from the site’s homepage to automated check-in messages - had to reflect the new tone, create emotional resonance, and help cement The Stonewater as a memorable and magnetic destination.
My approach
I began by crafting a brand voice that felt like The Stonewater: relaxed, unpretentious, and just the right amount of cool. The owners were clear on their brand pillars - creativity, relaxation, connection, and nature - but needed a voice that could carry those values across every channel without feeling forced.
The tone I developed was a little bit skater boy, a little bit The Dude - but with more polish. It was casual enough to feel local, elevated enough to feel boutique, and approachable enough to resonate with their core demo of millennial travellers without alienating the generations on either side.
Once the voice was established, I applied it everywhere: from writing the full website and booking communications, to managing newsletters, Instagram captions, and the in-room guidebook.
I also built out a press strategy that included hosting targeted media and creator trips, pitching editors directly, and crafting press materials that reflected the brand’s laid-back-but-considered ethos. Every element - down to the automated check-in messages - was intentionally written to sound like someone you’d want to have a beer with on the patio - warm, easy-going, and effortlessly dialled in.
The Work
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The Work 〰️
Editorial & Messaging
Wrote all public-facing copy, including website content, guest communications, and the custom in-room guidebook
Created tailored press materials and press releases for seasonal campaigns and announcements
Crafted story pitches and messaging angles aligned with The Stonewater’s brand pillars
PR & Media
Built and refined media and influencer lists targeting lifestyle, travel, and regional press
Planned, coordinated, and hosted multiple press trips with creators and editors
Developed a strategic pitching calendar in tandem with seasonal content and promotional goals
Newsletters & Community
Launched and wrote bi-monthly newsletters to grow The Stonewater’s email audience and deepen engagement
Introduced Pretend We’re Around a Campfire, an original interview series spotlighting artists, collaborators, and community members
Social Content
Wrote and scheduled regular Instagram content, including captions, carousels, and partner highlights
Worked with the in-house team to align visuals with tone and campaign goals
Helped create content themes that blended storytelling, local discovery, and hotel promotion
A feature in The Coast Reporter's print edition
A section from the guidebook
A snippet from the newsletter
Our feature in Canadian Business. This is the graphic I created for our Instagram
THe impact
The Stonewater’s refreshed brand voice and communications strategy translated into measurable growth and meaningful connection—with both guests and media.
8 earned media placements, including features and mentions in high-visibility lifestyle and travel outlets
2,500+ newsletter subscribers with a consistent 30% open rate, driving nearly $40,000 in campaign-attributed revenue
Instagram following grew from 1,302 to 3,647 in one year, powered by consistent, on-brand storytelling
Dozens of 5-star guest reviews, with multiple messages specifically praising the custom guidebook and newsletters for enhancing the overall experience
Together, these results helped position The Stonewater as not just a hotel, but a destination with personality - one guests want to return to and talk about.
Qaid Jivan, Owner/Manager at The Stonewater
“In under a year, we’ve become one of the most recognized accommodation brands on the Sunshine Coast. We could not have done that without kendall.”
What’s Next
The Stonewater and I are still working together - and the momentum hasn’t slowed. With three more media features already in the pipeline and a growing, engaged online audience, the brand continues to build on the foundation we laid in year one.
More than just earning press or boosting bookings, this work has helped shape how The Stonewater shows up in the world: clear in its values, distinct in its voice, and rooted in a sense of place. In an increasingly crowded hospitality market, that clarity is what cuts through.