Napa Valley Marriott Hotel & Spa retained af&co. to announce the property’s multi-million dollar refinement and develop a strategic communications plan to drive new business and brand awareness. The hotel aimed to reposition itself to attract younger, more discerning guests through the creation of a brand new resort-style pool, outdoor event space, and updated guest room design reflecting the locality. We hosted a 12-person media familiarization trip including attendees from Brides Magazine, Napa Sonoma Magazine, San Francisco Magazine, among others, resulting in local, regional, and national coverage of the hotel’s refreshed brand identity. Subsequent media outreach highlighted Chef Brian Whitmer and the hotel’s restaurant, VINeleven, programming at Preserve Spa, and the new outdoor events space to generate wedding leads.