MarketingFrom a pony to a snowball fight brought right into guestrooms, Four Seasons showcases its playful approach to luxury through its new marketing campaign.

What’s Four Seasons new love language?

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Fancy getting a pony delivered right to your doorstep? Four Seasons said that it may have just really happened in one of their hotels.
Fancy getting a pony delivered right to your doorstep? Four Seasons said that it may have just really happened in one of their hotels. Photo Credit: Four Seasons

Four Seasons Hotels and Resorts has unveiled its new marketing campaign — Luxury Is Our Love Language — with a series of videos that claim to showcase “the exceptional experiences delivered only by Four Seasons through the deep understanding of their guests and the genuine care of their people".

The campaign aims to feature Four Seasons’ new contemporary take on luxury, pushing out the traditional ostentatious approach on luxury of the past.

Scenes featured in the videos are inspired by real stories of actual Four Seasons guest experiences, featuring artistic interpretations of moments when Four Seasons staff went above and beyond to provide guests with whatever they desired — including a pony, a snowball fight complete with a snowman, and a guest’s stylised name monogrammed on a bathrobe and seared on a steak.

“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,” said Marc Speichert, chief commercial officer at Four Seasons.

“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.”

“Four Seasons is an iconic brand synonymous with luxury. Our role was to reimagine how to convey their unique approach to hospitality – in a modern fashion,” explained Andy Bird, founding partner and chief creative officer of Le Truc, which conceptualised the campaign. “Throwing aside the tropes of old luxury and capturing the thoughtfulness that elevates guests’ experiences above the standard of luxury they might expect from other high-end hotel brands.”

The multi-million-dollar marketing campaign is the largest by Four Seasons to date, and will air across digital video, social and digital out-of-home starting 29 August.

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