The rebrand is centred around the Luxury Is Our Love Language creative platform, which over the next year will be rolled out across the group’s hotels and resorts, restaurants, bars, residential and retail spaces and private jet.
A spokesperson said the campaign involves a “high impact multi-million-dollar media spend” and will be the largest amount ever spent by Four Seasons on advertising such as this, adding it “marked the first time the company is supporting brand equity messaging with significant paid media amplification”.
The campaign started airing across digital video, social and digital out-of-home advertising channels on 29 August. It’s also being promoted through a partnership with the inaugural Vogue World Fashion Experience for New York Fashion Week.
Guests at the Four Seasons Hotel New York Downtown will be invited to write a postcard at the Acts of Love postcard experience and the brand has partnered with fashion designer Christian Siriano to design custom postcards based on his sketches.
The creative was designed by advertising and PR company Publicis Groupe’s NYC-based creative collective, Le Truc. It’s described as “celebrating the brand’s unique and energetic perspective on the definition of luxury,” and highlights some of the experiences delivered by Four Seasons.
Le Truc analysed guest insights and data from feedback surveys and comments alongside speaking to hotel teams. The result includes a number of Based on a True Stay videos, which were filmed with director Akinola Davies Jr, who won the Short Film Grand Jury Prize at Sundance for his film Lizard.
Marc Speichert, Four Seasons chief commercial officer, said: “Each story represents a refreshingly creative portrayal of our renowned brand of luxury with genuine heart.”
“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.”
Watch the Special Delivery, Luxury Is Our Love Language video, which was inspired by the story of a guest at the Four Seasons Hotel Madrid, here:
