Based on real stories, Four Seasons finds creative way to unveil new branding

Four Seasons Hotels and Resorts has refreshed its new creative platform titling it "Luxury is our love language". The creative also 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.

The platform looks to celebrate the brand’s unique and energetic perspective on the definition of luxury. Developed by Publicis Groupe's NYC-based creative collective, Le Truc, the campaign was brought to life through a comprehensive analysis of Four Seasons guest insights and data. 

According to the brand, the campaign is inspired by real stories of actual Four Seasons guest experiences, reflected in feedback surveys, comments and conversations with hotel teams. The spots feature artful interpretations of moments when Four Seasons teams went above and beyond to provide guests with anticipatory, personalised experiences.   

The approach between Four Seasons, Le Truc, Starcom, Publicis Canada, and Four Seasons CRM Agency of Record, Hawkeye Canada, was designed to deliver a full 360 platform for the brand’s creative re-launch, said Four Seasons Hotels and Resorts.

Starcom led media buying and strategy for the campaign, which will air across digital video, social and digital out-of-home starting 29 August. 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. 

“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, ” said Marc Speichert,  Four Seasons chief commercial officer.

He added that it is a bold creative platform based on the 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.

“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,” said  Speichert added.

To shoot the premiere campaign, Le Truc and Four Seasons worked with acclaimed director Akinola Davies Jr. - 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 bring 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.

“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,” Arthur Sadoun, Publicis Groupe global CEO and chairman added.

“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. 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,” Andy Bird, Le Truc founding partner and chief creative officer explained.

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