Canadian-based luxury hotelier Four Seasons Hotels and Resorts has unveiled its new brand platform, Luxury Is Our Love Language. The new branding celebrates the company's unique definition of luxury: personalized, genuine care, through "Based on a True Stay" stories.
The creative campaign debuts Four Seasons new branding which is set to roll out across the entire brand portfolio and lines of businesses – from its Hotels and Resorts to Restaurants and Bars to Residential to Retail and to its Private Jet over the next year.
Four Seasons says the creative campaign was brought to life through a comprehensive analysis of its guest insights and data. Inspired by real stories of actual Four Seasons guest experiences, reflected in feedback surveys, comments and in conversations with hotel teams – the spots are each "based on a true stay," featuring artful interpretations of moments when passionate Four Seasons teams went above and beyond to provide guests with anticipatory, personalized experiences rooted in generosity, kindness and care.
"The future of luxury will be driven by data and insights and defined by human connection and imagination," said Marc Speichert, Chief Commercial Officer at Four Seasons.
"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."
Speichert continues: "'Based on a True Stay' spots represent a refreshingly creative portrayal of our renowned brand of luxury with genuine heart."
"Based on a True Stay" stories offer a glimpse into the many ways in which Four Seasons teams go above and beyond for guests every day. Films in the premiere campaign include taking a guest's personal logo to new levels in Monogram, to making a budding equestrian's dreams come true in Special Delivery, to bringing the magic of winter right to the guest in First Snow.
The campaign will air across digital video, social and digital out-of-home starting 29AUG. The targeted, high impact multi-million-dollar 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. It includes a bespoke partnership with Condé Nast around New York Fashion Week for Vogue's inaugural Vogue World Fashion Experience.
Four Seasons will also build a custom Acts of Love postcard experience at Four Seasons Hotel New York Downtown, inviting guests to immerse themselves in the lost art of letter writing and connect more closely with their loved ones through their very own acts of thoughtfulness and care. In the spirit of September's fashion focus, Four Seasons is partnering with acclaimed fashion designer, Christian Siriano, to design custom postcards out of his one-of-a-kind sketches.