BROOKMERE
Launching a Saratoga landmark
Brookmere is an 88-room estate resort on nearly ten acres at the edge of Saratoga Springs, New York, pairing estate architecture with the Arbor Spa, the Regent Restaurant & Bar, and grounds running from gardens to wetlands.
In spring 2024, with the property still under construction, Brookmere engaged Ruckus to carry it from blueprint to grand opening: media strategy, launch campaign, and every channel in between.
Starting from zero, in a legacy market
Ruckus signed on to a construction site with no social accounts, no email list, and no bookings engine, in a market where hospitality legacies run generations deep.
Making it harder, the Belmont Stakes would run at Saratoga for the first time in its history that June, six months before Brookmere's doors opened. A newcomer could not simply show up. It had to feel of Saratoga from day one.
The Belmont moment
Ruckus grounded the plan in a strategy workshop, competitive research, and audience personas, then built a launch campaign timed to the Belmont Stakes' first Saratoga running: a cinematic sizzle video, a social launch, branded swag, and a downtown pop-up.
A pre-opening engine followed: posts and stories across Facebook and Instagram, paid search and social, and email newsletters carrying subscribers from first tease to opening offers, backed by quarterly content shoots and CGI showcases of the property rising.
An audience built before the doors opened
Between June and November 2024, Brookmere earned 474,426 impressions and 78,615 video views across Facebook and Instagram, all from channels Ruckus built from a standing start.
The brand grew to 1,226 followers from zero, and when reservations opened that August, an audience already existed. By December, Saratoga was already watching.
