Can you take a tired motel, formerly a Holiday Inn, and successfully rebrand it into a contemporary retro-chic destination? Absolutely. Finard Properties, the new owner and operator of what was then the Cape Inn engaged CM Communications upon the hotel’s acquisition in 2010 to oversee the marketing strategy surrounding this transition. While the property’s previous owner did not keep accurate statistics, we do know that annual revenue was less than $1.5M per year and annual occupancy was less than 40%. Additionally, the hotel eschewed the LGBT market, one of the most important market segments in Provincetown. CM initiated a rebranding strategy with a new name and tagline for the hotel that communicated the message of inclusion. CM managed print and digital media outreach and orchestrated a PR campaign resulting in the hotel earning  “Best Boutique Hotel on the Cape” by Boston Magazine and editorial features in Travel + Leisure, Boston Spirit Magazine, The Boston Globe and other highly influential regional and national travel press. The outcome was the successful turnaround of the property, high guest satisfaction levels, revenue in excess of $2.0M, annual occupancy of over 50% and an increase in average rate. Whereas the hotel had been viewed with less than positive impressions locally and by previous guests, the hotel is now recognized as a leader within the Provincetown lodging community, and first time guests are returning as repeat guests.