MCR Hotels — Brand Voice Across a Portfolio
MCR Investors, 2022–2025

From 2022 to 2025, I was the sole copywriter for MCR Investors' portfolio of independent hotels — including Gramercy Park Hotel, The Royalton New York, Ink 48, Sheraton New York, and Pasadena Hotel & Pool. Each property had its own personality, guest profile, and voice. My job was to make sure every word, across every channel, felt like it belonged to that specific hotel—and nowhere else.

My Role

Web copy, email campaigns, paid social, on-property collateral, press releases, investor communications, cocktail naming, and experiential campaign copy across multiple properties simultaneously.

The Work

The core challenge of this role wasn't writing — it was context-switching. The Royalton needed sharp, culturally aware NYC-local perspective ("The (Pent)house Always Wins," "Main Character Energy"). Ink 48 needed warmth and wit ("Come, Sit, Stay!" for a pet package; "A Bewitching Stay" for Halloween). Pasadena Hotel & Pool needed California charm ("Now get your buns to Pasadena!" for a cheeseburger centennial campaign). Stoweflake Resort needed seasonal warmth ("Welcome to Peak Ski-Son," "Stowe in Love"). Each voice was distinct. None of them bled into each other.

Beyond campaigns, I owned web copy for multiple properties, named the cocktail menu at the Lexington Hotel's Stayton Room bar, managed PR agency relationships, wrote investor letters, and produced seven internal conference videos.

The most unexpected brief of my career also came from this role: creating the entire content universe for the National Blocking Association—MCR's Jenga tournament series held at TWA Hotel and Sheraton Times Square. From the website ("Get your blocks in a row") to social, email, press, merchandise, and event materials, I built a brand voice from scratch for a competition that didn't exist yet. "Are you slightly unstable too?" is still one of my favorite lines.

The website is still live, explore the project here →

Results

  • Sole copywriter across 5+ hotel properties for three years

  • Managed external PR agency relationship for a Marriott Luxury Collection property

  • Produced and scripted seven investor conference videos

  • Named 15+ cocktails for the Lexington Hotel's Stayton Room

Cocktail Naming — The Lexington Hotel, Stayton Room

Named the full cocktail menu for the Stayton Room bar at the Lexington Hotel, a Prohibition-era inspired space in Midtown Manhattan.

Seven Year Spritz · What A Peach · Dream A Little Dream · Midtown Twist · Oaxacan Old Fashioned · Highland Fling · Bourbon Squeeze · The Stayton Paloma · Pacific Coast Punch · Hawaiian (Room) Punch