The Cottage Hotel, Lake District
The Cottage is a boutique accommodation opening their first location in Ambleside, England.
2025
THE GOAL
FULL MARKETING STRATEGY
A boutique hotel preparing for launch in the Lake District, England wanting to develop a clear brand position and marketing strategy before opening.
The goal is to stand out in a region known for beautiful stays by creating a brand that feels distinct, memorable, and rooted in place.
This includes defining the brand identity, building awareness ahead of launch, and creating experiences guests will want to talk about.
The goal is to open with a brand people already recognize and feel connected to.
OUR CONCEPT
THE RESEARCH
The Lake District is known for its quiet beauty, long walks, and slower pace of life. Guests come here to disconnect from busy routines and settle into something more grounded and natural.
The concept for this guesthouse centers on creating a stay that feels personal and lived in rather than staged or overly polished.
Instead of presenting the property as perfect and untouched, the brand reflects the feeling of arriving somewhere warm and familiar. A place where boots are left by the door after a walk, tea goes cold on the windowsill, and mornings unfold slowly.
Every recommendation in this strategy connects back to that feeling, shaping both the guest experience and the way the brand shows up online.
LIVED-IN LUXURY
POSITIONING
“The luxuries of home.”
Think:
Soft sheets that look slept in.
Half-finished tea by the window.
Boots drying by the fire after a walk.
A book on the windowsill.
SIGNATURE BRAND EXPERIENCES
EXAMPLES FROM THE DELIVERED STRATEGY
THE PICNIC
Guests can order a “picnic” from the restaurant menu. The hotel packs a picnic guests can enjoy anywhere in the countryside. With a branded picnic blanket, basket, and local inspired “high tea”.
THE WELCOME GIFT
Upon launching, the first invitations will be send to media, influencers and select guests. Once booked, they will receive a novel set in the Lake District, with a handwritten note, creating anticipation before arrival and a romantic anticipation of their stay.
BOOK PROGRAM
On the theme of books, the hotel will have a mini library with a collection of hard cover books available to read. They will also promote an artist-in-residence program for authors to stay for a month at a time on occassion.
FLOWER STATION
A simple flower station allows guests to create small bouquets using seasonal local plants to enjoy during their stay and take home when they leave if they wish. Dried flowers will be used as decor to promote the lived-in experience.
WELLINGTONS
The hotel has a stock of wellingtons in a range of sizes for any guest to wear during their stay. Partner with a local business to make this happen, and promote sales if guests want to buy.
BRAND IDENTITY
EXAMPLES FROM THE DELIVERED STRATEGY
ROOM DETAILS
Striped or textured pillowcases, antique teapots, fresh local teas, and handwritten welcome notes create warmth and personality. These details reinforce the idea of comfort without formality.
DECOR & MATERIALS
Heritage objects, sculpture, and locally inspired materials connect the space to the Lake District and give the guesthouse a sense of history and place.
ATMOSPHERE
Soft lighting, natural textures, and relaxed styling create a space that feels lived in rather than staged. The environment encourages guests to settle in and slow down.
LOCAL INFLUENCE
Local ingredients, botanicals, and craftsmanship appear throughout the guest experience, creating a brand that feels rooted in the surrounding landscape.
SEASONAL EVENTS
Small seasonal gatherings to encourage repeat visits and create buzz in the community as a friendly environment. Long table family-style dinner with seasonal produce by Chef Amy.
MARKETING DIRECTION
EXAMPLES FROM THE DELIVERED STRATEGY
LIVED IN MOMENTS
Photography focuses on natural scenes like rumpled beds, half-finished tea, open books, and boots by the door. The goal is to create images that feel real rather than staged.
FILM PHOTOGRAPHY
Have all photography be captured in or look like film images. This add softness and texture, creating a timeless feeling that supports the lived-in atmosphere.
STORYTELLING
Content focuses on everyday moments at the guesthouse rather than promotion, helping the brand feel personal and relatable. Growing the flowers, picking the herbs, etc.
LOCAL SPOTLIGHTS
Posts highlight favourite local spots, from farm stands to walking routes, helping guests experience the Lake District like a local. Hightlight where you source your produce etc.
ARTIST-IN-RESIDENCE FEATURES
Writers and artists staying at the guesthouse become part of the story, creating ongoing content and cultural connection.