The document describes The Chatsfield, which began as a fictional 8-book series and expanded into an immersive storyworld told across multiple platforms. Visitors can check into the story's flagship London hotel online, where they can interact with characters through email and social media to uncover stories and mysteries. The main character Jessie Loe receives emails that provide glimpses into her life and relationships, and visitors can choose to experience the story through books, video diaries, conversations or exploring clues across different mediums. The development process involved mapping hundreds of pieces of content and storylines across the website, emails and video episodes.

1. The Chatsfield began as a fictional storyworld born as an 8-book series published by Harlequin
Mills & Boon. At its’ core is an epic non-linear storyworld focusing on family, loyalty, love and
revenge, with a core question,
“when power and money drive passions, can love conquer all?”

2. Holding page prior to launch

3. The Chatsfield Experience expands from the moment you check in at
www.thechatsfield.com - put your name on the guest list, leave your baggage
with the concierge and trust your secrets to the gilded halls of the world’s most
lavish and lascivious hotel.
https://www.youtube.com/watch?v=XsYqYKuguUM

4. At www.thechatsfield.com you step through the doors of the flagship
London 5* hotel and, if you want the full experience, will CHECK IN.
Checking in means creating your personal profile
with your email address (and, if you want the full
immersive experience) your telephone number.
Checking in immediately welcomes you as a
Chatsfield C-list VIP and you’ll receive a welcome
pack in which there is a room key and a series of
partner offers.
Checking in also brings a more layered experience,
but we’ll come back to that later.

6. Scrolling vertically through The Chatsfield website you will come across 4 key characters:
Jessie Loe, Exec PA to Lucilla Chatsfield
Enter her office and choose to click on her phone to dial her directly, her TV - which launches
her mini blog web series The Loedown (in response to a challenge set by her best friend Katie
Jones)
https://www.youtube.com/jessiesloedown

7. or, if you want to really dig into a host of stories you can click on her iMac and have direct
access to Jessie’s Inbox. Jessie’s Inbox is what’s known as a ‘rabbit hole’ (think Alice In
Wonderland) where you can access daily updates of emails from people close to Jessie - her
Mum (June) as she joins Facebook and proceeds to question Jessie’s every status update, her
best friend (New Yorker Katie Jones, who has set her this challenge to stay single for 3 months -
which means closing her 7 dating site accounts and send a video diary 3 times a week).

12. Jessie’s Inbox is an up-close-and-personal sneak peek at the people in Jessie’s
life, how they talk to her, how she reacts and serves as 11 character storylines told
in bite-sized chunks.

13. Jessie’s Inbox also opens new stories about her fitful relationship with her ex,
Jason, and her struggles as she tries to encourage him to do what she does so
well – online dating,

14. You too can email characters for
• further information,
• personal questions,
• in-story puzzles and dilemmas
and you will receive personal and direct replies
in real time – click the links in the website to see
where emails pop up for you to send and await
personal responses from.

17. Ally Gregory is a Chatsfield chambermaid with an exciting and illicit secret
that’s just crying to be found out and you can dive in for more at
www.blissundone.com

18. confusingly flirtatious and then serious emails from our resident media mogul
Adam Brightman (currently living in the Presidential Suite), as Jessie can’t
figure out why he always wants to talk and whether he’s flirting with her, or just
being nice…

21. … and frustratingly observant emails from hunky new mixologist and bar
manager Daniel Northman, who plays cat-and-mouse with Jessie until the
power shifts a few weeks into their relationship as she finds out his own
personal quest and his dark secrets…

27. Jessie’s Inbox also open the doors to another quandary – her sudden
and mysterious ‘sekritadmirer’, who sends a courier with gifts to her
office regularly, emails her and also couriers her a mobile phone
loaded with riddles and obscure clues as to who he might be.

28. For more insight into Jessie’s staying single challenge, check out The Loedown
(accessed at www.youtube.com/jessiesloedown or through Jessie’s wall-mounted
TV in her office). This is Jessie’s video diary as she documents her quest and
struggle to remain single - a challenge that she initially thinks is ludicrous, but
slowly realises is a well-timed rescue mission from her best friend Katie.

29. Within The Loedown you will find a series of short episodes
(1.5 to 2 minutes) that will give further bite-sized insights into
Jessie’s life, her mood, her dilemmas and a host of emails that
she receives from the ‘Bond-like’ Daniel Northman.

30. Jessie is juggling a lot!
A sudden influx of men who
collectively tick her boxes,
a friend on her back who
has set this challenge along
with an additional demand
that she watch 24 Romantic
Movies over the course of
the 13 weeks, an
overpowering and yet
frustrating attraction to
Daniel Northman, a new
chambermaid friend with a
big secret, a secret admirer
and some dark ghosts from
her past that she’s
struggling to come to terms
with…

32. Back to the website www.thechatsfield.com
Returning to The Chatsfield lobby at www.thechatsfield.com will allow you to scroll
vertically again to find:
Ally Gregory (our Chatsfield chambermaid with a family problem, a big secret
and an acute eye for business),
Daniel Northman (Bar Manager and mixologist - new recruit at The Chatsfield)
who, as you follow emails in Jessie’s inbox and interact with characters you will
find yourself at the heart of an exciting murder mystery story and Jessie’s
additional quest to find out who Daniel Northman really is.
Adam Brightman, media mogul and resident in the Presidential Suite is another
confusing liaison for Jessie as he continues to buy her ‘Monday flowers’, always
wants to ‘talk’, but constantly changes the plans at the last minute.
There are many choices for how YOU want to experience The Chatsfield, through
the 8-book series, bite-sized chunks of video in The Loedown, immersive
storytelling by character in Jessie’s Inbox, through social media at
www.facebook.com/jessieloe29, www.facebook.com/thechatsfield, on Twitter
through @jessieloedown, @blissundone, @brightman_adam or @TheChatsfield.

37. So now, let’s get back to Checking In.
Checking in kickstarts a game, in which you will receive badges and rewards
for communicating with characters, helping some of them on their individual
missions and quests and the further along you get, the more information you
have with inside information.

40. And then you can share your thoughts, experiences, personal stories and
conversation topics that have interested or excited you in the Chatsfield
Lounge - http://www.thechatsfield.com/lounge.
The Lounge is your space to get to know each other, discuss story lines and
even collaborate on ideas as to who Jessies’ secret admirer is, romantic
movies, helping Jessie with her quest and finding out the secret storyline
behind Daniel Northman.

41. The Chatsfield has been crafted so that you choose your own
experience –
• short-form video,
• conversations on social media,
• immersive storytelling with easter eggs and clues through
Jessie’s daily emails,
• a deeper murder mystery that is delivered direct to your
devices,
• group chats,
• or create your own stories.
You choose how you enjoy the sprawling, exciting stories to
be found at The Chatsfield,

44. The Making of The Chatsfield

45. Content creation & management

46. Night before launch
5 May 2014

47. Jessies Inbox
emails by week

48. Content management, social media plan & release spreadsheet
Over 800 pieces of content

49. Website Development
“a website about a hotel… not a hotel website”

50. The Chatsfield
Initial web mapping &
functionality (BTL & storycentral)
Mapping conversion to
planogram by BTL
Final website

51. Jessie’s Inbox
Early planning of 47
email story threads
from 11 characters
Production of email
stories by week
Final interactive inbox
with over 500 email
interactions
(powered by Conducttr)

52. The Loedown
The Loedown
shooting script
(storycentral)
The Loedown
Sheena Bhattessa as
Jessie Lo
Story mapping,
writing & production
of The Loedown
(storycentral)

54. alison norrington
e: storycentralDIGITAL@yahoo.co.uk
www.storycentral.com
t: @storycentral