The Algonquin Resort

Historic Retreat Receives a Modern Makeover


  • Communications Strategy
  • Institutional Messaging
  • Advertising
  • Web Writing
  • Name

Located in the picturesque New Brunswick town of St. Andrews-by-the-Sea, the iconic Algonquin Resort underwent an extensive renovation and reopened as the first Canadian property in the Marriott Autograph Collection of independent luxury hotels.

New Castle Hotels & Resorts, the operator and partial owner of the 233-room resort, turned to Libretto for a brand messaging platform that would honor the property’s rich history, highlight newly added modern amenities, and communicate the unique nature of the Algonquin experience. 

Libretto studied the history of The Algonquin to unearth stories from the resort, which has welcomed visitors since 1889. The story of George Braxton—a respected chef who worked at the resort in the late 19th century and is believed to be the first Black person to lead a luxury resort kitchen in Canada—inspired Libretto to christen one of two restaurants on the property Braxton’s Restaurant & Bar.

Libretto’s relationship with New Castle Hotels & Resorts extended to include messaging for the newly renovated Portland Westin Harborview in Portland, Maine, as well as messaging and content for the relaunch of New Castle’s corporate website.