The brand messaging is 'based on true stays', relaying examples of when staff have most impressed guests
Four Seasons Hotels & Resorts has unveiled a new creative platform, Luxury is Our Love Language, highlighting the brand’s perspective on the meaning of luxury hospitality.
The campaign is airing across digital video, social and outdoor advertising. The targeted multi-million-dollar media spend is the largest by Four Seasons to date, marking the first time the company is supporting brand equity messaging, including magazine and event partnerships, with significant paid media amplification.
The campaign – developed between Four Seasons, Le Truc, Starcom, Publicis Canada and Hawkeye Canada – debuts Four Seasons new branding, which is set to roll out across its entire portfolio, including hotels, resorts, restaurants and bars, as well as its private jet, over the next year.
Inspired by real stories of actual Four Seasons guest experiences, gathered from feedback surveys and conversations with hotel teams, each ad spot is “based on a true stay” featuring interpretations of moments when Four Seasons teams went above and beyond to provide guests with luxury experiences.
One video production relates to the delivery of a pony (below), while another centres on the story of a white Christmas within a hotel room (above).
Commenting on the announcement, Four Seasons chief commercial officer Marc Speichert said: “The future of luxury will be driven by data and insights and defined by human connection and imagination. Luxury is Our Love Language is the embodiment of this vision and an authentic articulation of our values as we continue to evolve and express our brand in new ways.
"It is a bold creative platform based on our belief that true luxury shouldn’t be impersonal or rigid; rather, it’s about creating a meaningful sense of belonging through acts of unscripted care and the simple elegance of empathy.
“Le Truc used data and insights from guest stays to spotlight acts of unparalleled hospitality in action, and the ‘Based on a True Stay’ spots represent a refreshingly creative portrayal of our renowned brand of luxury with genuine heart.”
For more information, visit www.fourseasons.com