TRENDING
FOUR SEASONS TAPS
“ LOVE ”
FOR BRAND MESSAGING
THE LUXURY BRAND ’ S BIGGEST INVESTMENT IN A CREATIVE PLATFORM PUTS TEAM MEMBERS OUT FRONT AND IS ALREADY DELIVERING BIG ROI .
By HOTELS EDITORS
“
Luxury is our Love Language ” is the powerful new brand creative platform being launched through the next year across all Four Seasons Hotels and Resorts brand portfolios and lines of business .
The full 360 platform for the brand ’ s creative re-launch is intended to be more than an ad campaign , but an enduring program and a new way to evolve and express the brand ’ s essence , according to Four Seasons Chief Commercial Officer Marc Speichert . With Four Seasons operating some 127 hotels , he said it was important to reimagine its messaging in fresh , new , relevant and modern ways . Developed by Publicis Groupe ’ s New York City-based creative collective , Le Truc , the work highlights real stories of actual
Four Seasons guest experiences , reflected in feedback surveys , comments and conversations with hotel teams . The media spots are each based on true stays , featuring artful interpretations of Four Seasons teams going above and beyond to provide guests with anticipatory , personalized experiences rooted in generosity , kindness and care .
The targeted , high-impact multi-milliondollar media spend is the largest by Four Seasons to date , marking the first time the company is supporting brand equity messaging with significant paid media amplification .
HOTELS reached out to Four Seasons to better understand the reason behind this high-profile campaign and talked to Speichert to learn more .
HOTELS : This messaging seems like it means more to the brand , almost suggesting a bit of a pivot in positioning . Is this the case ? Marc Speichert : I joined Four Seasons about 18 months ago and am new to the hospitality industry . I told the team let ’ s take a bit of a step back and understand what makes the brand so successful and what we want to do to evolve at the same time … We haven ’ t pushed out much creative during that time , taking a pause to think about the brand ’ s bedrock , its DNA and how to best push it out into a brand creative platform .
We did quite a bit of work with guests to understand what makes the hotels and their experiences special , and then to understand what ’ s happening broadly in
18 hotelsmag . com Jan / Feb 2023