June 16, 2020
“When the pandemic struck, we knew we had to start to take our online platforms more seriously,” says Sebi Medina-Tayac, the hotel’s Director of Impact. He and his colleagues acted fast, scheduling a project called Beautiful Trouble, which focused on revolutionary impact, on the brand’s Instagram Live. Eighty or so people tuned in, slightly more than would have attended in person, and the team were encouraged. “Digital is a smart platform for us because people are looking for meaningful experiences without having to physically show up somewhere,” he says.