Four Seasons Hotels and Resorts has unveiled a new brand creative platform – “Luxury Is Our Love Language” – celebrating the brand’s “unique and energetic perspective” on the definition of luxury.
The creative 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.
Inspired by real stories of actual Four Seasons guest experiences, the branding initiative also reflects feedback surveys, comments and in conversations with hotel teams – and marketing 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, CCO 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.”
“(Creative partner) 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,” added Speichert.
To shoot the premiere campaign, Le Truc and Four Seasons worked with director Akinola Davies Jr. – winner of the Short Film Grand Jury Prize at Sundance for his film “Lizard.”
The multi-million campaign is airing across digital video, social and digital out-of-home, marking the first time the company is supporting brand equity messaging with significant paid media amplification.
Another aspect of the campaign will see Four Seasons 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.