Luxury Is Our Love Language, a new brand creative platform from Four Seasons Hotels and Resorts, celebrates the company’s distinct and dynamic view of what luxury is. The campaign, which was created by Publicis Groupe’s New York City-based creative group Le Truc, underlines the outstanding experiences that can only be provided by Four Seasons thanks to their in-depth knowledge of their clients and their genuine concern for their staff.
In order to provide a complete 360 platform for the brand’s creative re-launch, Four Seasons, Le Truc, Starcom, Publicis Canada, and Four Seasons CRM Agency of Record, Hawkeye Canada, collaborated. The creative introduces Four Seasons’ new branding, which will roll out over the course of the upcoming year throughout the company’s complete brand portfolio and lines of business, including its hotels and resorts, restaurants and bars, residential properties, shops, and private jets.
Le Truc used a thorough examination of data and insights from Four Seasons guests to bring the creative campaign to life. The spots are each “based on a true stay,” featuring artistic 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 inspiration for the spots came from real stories of actual Four Seasons guest experiences, as seen in feedback surveys, comments, and in conversations with hotel teams.
“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: “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.”
“We are proud to partner with Four Seasons on the brand’s new creative platform, using data led creativity to create truly personalised luxury experiences. Le Truc’s vision is to drive creative collaboration and convergence across the most diverse disciplines, enabling modern, desirable and authentic experiences for brands and the consumers they serve,” said Arthur Sadoun, Global CEO and Chairman, Publicis Groupe.
Le Truc and Four Seasons collaborated with acclaimed filmmaker Akinola Davies Jr. for the campaign’s launch. From elevating a guest’s personal logo in Monogram to fulfilling a budding equestrian’s dreams in Special Delivery to bringing the magic of winter to the guest in First Snow, “Based on a True Stay” stories provide a glimpse into the many ways that Four Seasons go above and beyond for their guests.
“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. 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. But in a totally unexpected manner,” said Andy Bird, Founding Partner and Chief Creative Officer, Le Truc. “We worked really closely with director Akinola Davies Jr. who brought to life the style and modernity that the Four Seasons properties have in abundance. We really wanted people to reappraise what luxury looks like in a hotel, and hopefully we’ve achieved that.”
Starcom led media buying and strategy for the campaign, which will air across digital video, social and digital out-of-home starting August 29. 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. Starcom additionally facilitated 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.
About Four Seasons Hotels and Resorts
Four Seasons Hotels and Resorts opened its first hotel in 1961, and since that time has been dedicated to perfecting the travel experience through continual innovation and the highest standards of hospitality. Currently operating 124 hotels and resorts, and 50 residential properties in major city centres and resort destinations in 47 countries, and with more than 50 projects under planning or development, Four Seasons consistently ranks among the world’s best hotels and most prestigious brands in reader polls, traveller reviews and industry awards. For more information and reservations, visit fourseasons.com. For the latest news, visit press.fourseasons.com and follow @FourSeasonsPR on Twitter.