It’s the morning of February 14th in New York City. “Oh shit, it’s Valentine’s Day” echoes through the streets, a familiar panic as people realize they forgot to plan the perfect date. That panic was exactly where the idea for Brunch Concierge was born.
Rooted in Brunch’s hotel-inspired DNA, we leaned into what we know best: hospitality. Brunch Concierge became both a character and a concept, someone who could step in and offer the ease and care that great hospitality brings. For a brand built on the idea that everyday should feel like vacation, showing up at this moment felt not just on-brand, but necessary.
We brought the idea to life with a dedicated Brunch Concierge web page offering complimentary, last-minute Valentine’s Day reservations at iconic NYC restaurants like Carbone, Polo Bar, and Lucali.
The response was immediate - messages, thank-yous, and stories of saved nights. What started as a Valentine’s campaign became a lasting platform, growing brand momentum and deepening our connection to NYC.
My Roles:
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Concepted Brunch Concierge from a simple insight: most people forget about Valentine’s Day until it’s too late. Drawing from real conversations (and personal experience), I saw an opportunity to turn that panic into a hospitality-driven brand moment. Inspired by Brunch’s hotel roots, the idea blended service, storytelling, and utility - creating a thoughtful brand extension during one of our strongest gifting seasons.
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Led execution across every stage; from punch lists and moodboards to co-directing photo, video, and design. Managed the rollout across all channels, bringing the campaign to life cohesively and placing Brunch at the center of the Valentine’s Day conversation.
BRUNCH CONCIERGE PAGE
