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Four Seasons Launches Complete New Creative Branding

Four Seasons Hotels and Resorts today launched a rebranding of the entire company under a new marketing message: “Luxury is our love language”. The new platform is meant to celebrate “Four Seasons’ “unique and energetic perspective on defining luxury,” according to the statement.

Four Seasons’ decision to reconceptualize “luxury” itself as an experiential construct, rather than a material one, is driving the rebrand. Developed by advertising company Publicis Groupe’s next-generation creative collective, Le Truc (launched 2021), the aim is to shine a light on the kind of exceptional experiences that only Four Seasons could deliver.

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A collaborative effort of Four Seasons, Le Truc, Starcom, Publicis Canada and Hawkeye Canada, the work aims to provide a comprehensive 360-degree platform for the creative relaunch of Four Seasons. The new branding is expected to be rolled out across the Four Seasons portfolio and business areas in the coming year. Media run by Starcom

Driving the creative campaign is the idea that it represents Four Seasons’ signature class of personalized, proactive, beyond-expectation customer service informed by genuine understanding and caring for its guests.

Le Truc innervated the new creation by in-depth study of feedback, insights and real-world data from Four Seasons guests. After reviewing survey responses and comments and speaking directly with hotel teams, he came up with campaign spots that are recreated scenes from stories “Based on a real stay.”

“The future of luxury will be driven by data and insights and defined by human connection and imagination,” Marc Speichert, chief commercial officer of Four Seasons, said in a statement. “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 unscripted acts of care and the simple elegance of empathy.”

A Starcom-led campaign media strategy will see the new branded promotional message delivered through digital, social and out-of-home digital video platforms, starting August 29. Targeted multimillion-dollar promotional blitz represents Four Seasons’ largest media spend to date and marks the first time the hotel chain has reinforced its brand equity messages through major paid media efforts .


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