pile of true stay stories and it ’ s what I feel is cool about this platform – its legit longevity because every single hotel will have its true stay story that they can start to talk about . It feeds the machine and what we know makes Four Seasons what it is .
It ’ s creating that framework . Of course , we have standard operating procedures , but I think what makes Four Seasons Four Seasons is giving the ability for people to have license to step out of it to deliver against it for the guest . From a brand perspective , we ’ re giving them a framework to play within , but that framework is important as we continue to have ambition in terms of taking the brand further into spaces like retail … “ Luxury is our Love Language ” will show up differently in residential versus food and beverage versus retail . But we need to be clear on what the thread is and that one , plus one , plus one equals more than three .
H : How is Four Seasons managing today ’ s labor challenges ? MS : We ’ ve seen this creative platform become quite powerful in boosting morale of the troops . We ’ re actually celebrating all the folks within the organization and it has been a powerful lever . It just feels like we ’ re walking the talk in regard to how we are recognizing our people .
Then there are other things that we ’ re looking at such as leveraging technology in a way that wouldn ’ t automate tasks because that ’ s not Four Seasons . How do we create high human touch enabled by technology ? For example , we have this chat feature on our app and we have seen a massive boost in inbound messages – mostly when people are staying with us . On our back end , they get connected to the right experts so they don ’ t talk to some generic person somewhere . The technology just enables us to route the conversation in the right way .
H : What are your hopes for the “ love language ” campaign ? How will you measure it ? MS : We certainly want it to be an enduring creative idea … We received some results back on the campaign , which was quite exciting because we were monitoring brand awareness lift and brand preference lift . We had significant results on both of them . On the brand awareness side , we had a four-point awareness bump , exceeding expectations . But what ’ s even more exciting is the preference scale and that was almost a 10x lift .
H : Can you share the investment Four Seasons has made in this program ? MS : I ’ ll just say that this was the biggest investment we ’ ve ever had . It is also pushing us into channels that we hadn ’ t necessarily used before like Hulu and a beta with TikTok going after high-net-worth individuals . We also did more high visibility takeovers like JFK airport with all the digital screens at certain terminals during high-traffic Thanksgiving period .
H : Any other takeaway that you could share ? MS : I ’ m so pleased to have made the decision to join Four Seasons , but it just feels like it ’ s an industry that could benefit from having some creative bravery in terms of how they put some of the messaging out there because it ’ s such a high touch industry … The better the work across the industry , the better it will serve the industry as a whole .