Four Seasons Hotels and Resorts has unveiled its new brand creative platform, “Luxury Is Our Love Language,” celebrating the brand’s perspective on the definition of luxury.
Developed by Publicis Groupe’s NYC-based creative collective, Le Truc, the work highlights the experiences delivered only by Four Seasons through the deep understanding of its guests and the genuine care of their people, according to the brand.
The collaborative approach between Four Seasons, Le Truc, Starcom, Publicis Canada and Four Seasons’ customer relationship management agency of record, Hawkeye Canada, was designed to deliver a full platform for the brand’s creative relaunch. The creative debuts Four Seasons’ new branding, which is set to roll out across the entire brand portfolio and lines of businesses over the next year.
Le Truc brought the creative campaign to life through a comprehensive analysis of Four Seasons’ guest insights and data. Inspired by real stories of actual Four Seasons guest experiences, reflected in feedback surveys, comments and in conversations with hotel teams, the spots are each “based on a true stay,” featuring interpretations of moments when Four Seasons teams went above and beyond to provide guests with personalized experiences.
“The future of luxury will be driven by data and insights and defined by human connection and imagination,” said Marc Speichert, chief commercial officer, 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 continued, “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.”
Arthur Sadoun, global CEO/chairman, Publicis Groupe, said, “We are proud to partner with Four Seasons on the brand’s new creative platform, using data-led creativity to create truly personalized 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.”
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.” From taking a guest’s personal logo to new levels in “Monogram,” to making a budding equestrian’s dreams come true in “Special Delivery,” to bringing the magic of winter right to the guest in “First Snow,” “Based on a True Stay” stories offer a glimpse into the many ways in which Four Seasons teams go above and beyond for guests every day.
“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,” said Andy Bird, founding partner/chief creative officer, Le Truc. “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. 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 has begun airing across digital video, social and digital out-of-home. The targeted multimillion-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 fashion designer Christian Siriano to design custom postcards out of his one-of-a-kind sketches.