Craig McGuire detailed Nike Communications' Hot Type campaign for Rosewood Hotels & Resorts in PRWeek's May 29, 2006, issue. The program, originally conceived as a service amenity linked to the Little Dix Bay resort's new pool, brought advance copies of novels into the resort for guests to enjoy before the public had access to them.
The program has since been expanded to Rosewood Resorts' properties all over the world and spawned the Hot Type Author Series, which brings authors to the resorts where guests can meet and speak with them about their work.
Adam Gopnik, a New Yorker writer and author of Paris to the Moon, The King in the Window, and Through the Children's Gate: A Home in New York, visited the Caneel Bay resort in January 2007 for four days, hosting a dinner, tea, and a cocktail party for guests.
“We originally had 30 of his latest novels available at the reception desk for guests; they were all gone within an hour, and we had to FedEx overnight an additional 80 books to meet our resort guest demands,” reports Amanda Christine Miller, VP at Nike Communications.
Because the resorts are always receiving the newest, hottest books, Miller says, the program lends itself to evergreen media coverage, which has included The New York Times. The Times covered the program when Rosewood got the Bill Buford book Heat in 2006 and in 2007, when it announced Gopnik's visit.
Gopnik is set to return to Caneel Bay in January.
