From 2004 to 2018 Lloyd Hotel & Cultural Embassy has been a unique institution in the design and hospitality world. An inclusive, 1- to 5-star hotel with an arts foundation, Lloyd Hotel & Cultural Embassy fitted no standard approach. Reaching out to its potential guests was an exercise off the beaten track. In 2017 I had the pleasure of leading the marketing and communications team of the hotel developing and producing content for email marketing, managing its social media outlets and press communication.