Highgate

As a leading owner, operator, management investment, technology and development firm, Highgate has a unique problem. Its properties are famous, but Highgate itself has stayed behind-the-scenes despite significant industry standing and bullish growth. 

With a “30-year start-up” mentality, the team purposefully stood behind its powerful clients and properties. When they realized it was time to create and stand in their own light, they tasked Misfit Toys with the assignment to: 1) help Highgate become its own storyteller, 2) showcase its presence as a leader in the industry and 3) help to launch its own branded properties and divisions. 

Since working with the company, Misfit Toys has helped to tell the story of:

• Corporate offerings including a Highgate owned F&B and Design division (TableOne and LUCID)

• Announcements around key acquisitions and growth strategies in the CALA region, Portugal and the UK

• The first-of-kind Highgate developed and owned Romer portfolios

• Key corporate initiatives such as a newly launched ESG report and its unique People First approach to talent 

The activities included in the work range from deep strategy and council re: announcement and positioning of the company and its brands, collaboration with property brand leaders and agencies, issues and crisis management, executive byline development, brand messaging and talking points, messaging and media training, awards, conference strategy and ongoing media communication and pitching. 

The team at Misfit has secured more than 130 pieces of coverage in key industry trades and lifestyle business publications. This includes a place on the HOTELs advisory with a standing column and regular features in LODGING, Hotel Business, Hotel Management, Hospitality Design, Business Traveler Magazine, Today’s Hotelier and more.