How We Are Indigo crafted the launch strategy for Treehouse Hotel Manchester.
Every great story begins with a sense of place. When Treehouse Hotel Manchester approached us, we recognised this wasn’t merely a launch—it was a heartfelt homecoming.
At We Are Indigo, we believe that opening doors is only the beginning; we open hearts. A memorable brand moment should ignite a spark that grows into something greater. From our very first conversation, it was clear this launch needed to be about more than hospitality. It had to celebrate Manchester—the people, the creativity, its soul—and then amplify its story across the world.
And, like any good treehouse, it had to be crafted with love, imagination, and deep roots.
From Leaf to Legacy
Instead of a ribbon, we chose a leaf—a symbol of growth and sustainability, honouring the natural world with which Treehouse is so intimately connected. We designed a leaf-cutting ceremony rich in symbolism, grounded in the brand’s eco-conscious ethos.
Then came the words—a poetic moment that truly paused everyone in their tracks.
Manchester’s Lemn Sissay, poet-in-residence at Treehouse, stood beneath the canopy and delivered Roots of Our City—an ode to belonging, resilience, and identity.
A single reading, and the city’s spirit was beautifully illuminated. WATCH HERE.
Connection at the Table
Next, our focus shifted to genuine connection.
Inside Pip restaurant, we hosted a long-table dinner—more than a meal, it was a gathering of minds and hearts. Artists, musicians, makers, and storytellers came together for an evening of shared stories and new beginnings.
The atmosphere was warm and intimate, the flavours full of character, and the laughter effortless. Akemi Fox’s live set floated above the conversation, her voice weaving Manchester’s musical legacy into the fabric of the evening like a golden thread.
It wasn’t polished — it was personal. And that made it unforgettable.
Media Meets Manchester
We understood the story we were telling had universal resonance. Yet, it had to start locally.
We brought together local press, cultural influencers, and community figures—those shaping Manchester’s next chapter. The story was then amplified through national coverage in The Times, The Telegraph, and Condé Nast Traveller, ensuring the city’s heart was preserved in every narrative.
(Media reach YTD: 84 pieces of coverage, reaching 338 million audience, and counting…)
Playfulness with Purpose
Treehouse is built on joy, but joy rooted in purpose.
During opening week:
- For every meal served, Treehouse donated one to Eat Well MCR, transforming guests into silent partners in giving.
- The hotel’s state-of-the-art Playground gym became a sanctuary of wellness and calm.
- And with Our Kids Social, we hosted a vibrant family gathering centred on community, connection, and play.
More Than a Moment
What we created wasn’t just an opening. It was a feeling that lingered long after the music faded and the last dessert was enjoyed.
Treehouse Hotel Manchester arrived not quietly but with quiet confidence, settling in as if it had always belonged—becoming part of the city’s rhythm.
For us at We Are Indigo, this was more than a campaign. It was a love story—told with purpose, passion, and pride.
What Our Client Said
“Working with We Are Indigo has been an absolute pleasure. From the early planning stages to the launch of Treehouse Hotel Manchester, they’ve been a constant source of creativity, insight, and support.
Their team played a key role in shaping and executing our opening strategy—always proactive, full of fresh ideas, and wholly committed to our success. They’ve truly felt like an extension of our team and have been a fantastic business partner throughout the journey.”
~ Tim Reynolds, General Manager, Treehouse Hotel Manchester
Let’s Keep Growing
If you’re seeking to craft a launch imbued with depth, heart, and a touch of magic, let’s talk.
Because at We Are Indigo, we don’t just create moments. We help brands take root and flourish.