A New Hospitality Story Begins

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A real life wonderland set in 2,000 acres of lush, green hills in the Laurel Highlands of Pennsylvania, Nemacolin offers all kinds of magic from exciting outdoor adventures and fine dining to out-of-this-world events and programming. 

King & Partners was brought on to completely reimagine Nemacolin Woodlands Resort.   A total brand transformation, we developed a whole new brand strategy, audience personas, tone of voice, visual identities, naming hierarchy, advertising campaigns, marketing, website and apps.

King & Partners continues to develop and lead campaign strategy, marketing, technology and creative direction. We are lucky to have such an open, imaginative and brave client at Nemacolin where we have been able to truly forge a partnership that makes for strong, impactful work. 

An Exciting Family of Brands

Taking inspiration from the heart of the resort – the lively, adventurous Hardy family – we created a brand vision that perfectly encapsulates the elegance and eccentricity of Nemacolin and ensured that every brand touch point reflects that magic. The new brand positioning: A private resort like no other. The new brand promise: Real Life Magic. 

An expansive resort including five unique accommodation types, a private members club, and a brand new entertainment park we outlined a brand hierarchy and naming architecture to put in place a cohesive, yet exciting family of brands that felt elevated and unique. Our guiding principle was to communicate magic across every brand touchpoint from social posts to signage to marketing collateral to matchbooks to napkins. 


Digital Transformation

King & Partners designed and developed a whole new digital experience for Nemacolin – a highly interactive and illustrative website that lets users feel the magic of Nemacolin instantly. A resort with many aspects including five unique accommodation types, spa, golf, and endless experiences, we worked with the brilliant team at Six and their new SelfBook system to create a seamless booking flow that allows guests to book their stay and all reservations from spa to dining to activities all in one place.

We also created the Nemacolin app that allows guests to take control of their on property experience in a fun, modern and touchless way.

The Grand Reveal

Finally, the grand reveal – Real Life Magic.

King & Partners collaborated closely with PJ Magerko, Jordan Millington, and the Nemacolin team to launch the new brand vision through an extensive campaign. Premiering the campaign through an extraordinary TV commercial, we communicated Real Life Magic across all brand touchpoints from a complete makeover on Nemacolin’s social media platforms to exciting digital and print ads to thoughtful, targeted paid social ads and digital marketing.   Real Life Magic has arrived. 

Director: PJ Magerko

Photography & Art Direction: Jordan Millington

Stylist: Deborah Watson

Makeup: Alice Lane

Hair: Bob Recine

Props: Heather Greene

Photo assist: Sean Jackson, Paul Simon

Gaffer: T.J. Alston

Grip: Bill Ferty

Producer: Elizabeth Klien Murphy, Shawnee Sloboda, Navia Vision





Press & Partnerships

When launching a new brand vision, it’s imperative to build major buzz and awareness through a thoughtful mix of marketing and PR. King & Partners brought on Purple PR to lead all press communications and partnerships. Shortly after signing on, Purple PR raised the profile of Nemacolin, producing features in publications like Condé Nast Traveler and Travel & Leisure. In addition to press, Purple PR consistently builds Real Life Magic through events and programming at Nemacolin. 


The Results

Revealing the Real Life Magic that only comes from Nemacolin, we have seen incredibly positive results immediately. 

"Instant chemistry formed when the collaborative process began with King & Partners, branding Nemacolin Resort into its exciting next generation. Eccentricity and luxury has always been at the core of Nemacolin’s DNA.

Tony, Inii and their incredible team understood this from the beginning and saw a huge opportunity for our brand to evolve. The authenticity and skill they provide has elevated our resort's positioning and branding, as well as the digital and tactile experiences, leading it to become a more efficient and financially successful product. This brand refresh gives us even more confidence to embody who we are unapologetically.”

P.J. Magerko, VP of Brand Strategy