Luxury Is Our Love Language - Four Seasons Relaunches Brand with a Bright and Refreshing Outlook on Luxury

Four Seasons Relaunches Brand with a Bright and Refreshing Outlook on Luxury

Publicis Groupe's Le Truc directed the brand re-creative, launch's showing Four Seasons' individualised, genuine care through "Based on a True Stay" anecdotes.

29 August 2022 in Toronto, Canada

Today, Four Seasons Hotels and Resorts introduced its new brand creative platform, Luxury Is Our Love Language, which celebrates the company's distinctive and dynamic viewpoint on the idea of luxury. Le Truc, the New York-based creative group of Publicis Groupe, was tasked with highlighting the outstanding experiences that can only be provided by Four Seasons due to their profound knowledge of their visitors and true caring for their employees.

The combined effort involving Four Seasons, Le Truc, Starcom, Publicis Canada, and the Four Seasons CRM Agency of Record, Hawkeye Canada, was intended to offer a 360-degree platform for the creative relaunch of the brand. The creative introduces Four Seasons' new logo, which will be rolled out throughout its full brand portfolio and lines of business over the next year, including its Hotels and Resorts, Restaurants and Bars, Residential, Retail, and Private Jet.

Le Truc brought the creative campaign to life by analysing Four Seasons guest insights and data in depth. The ads are artistic representations of times when Four Seasons workers went above and beyond to give visitors with anticipatory, customised experiences centred in generosity, love, and caring.

The future of luxury will be driven by data and analytics and characterised by human connection and creativity, according to Four Seasons' Chief Commercial Officer, Marc Speichert. "Luxury Is Our Affection" As we continue to expand and represent our brand in new ways, language is the essence of our vision and a honest expression of our beliefs. It is a daring creative platform built on our concept that genuine luxury should not be impersonal or rigid, but rather about generating a meaningful feeling of connection via unplanned gestures of care and the simple beauty of empathy."

Le Truc utilised data and insights from guest stays to highlight acts of unmatched hospitality in action, and the 'Based on a True Stay' advertisements are a refreshingly unique representation of our famous luxury brand with true heart.

"We are pleased to join with Four Seasons on the brand's new creative platform, which uses data-driven creativity to create fully individualised luxury experiences. Le Truc's objective is to foster creative cooperation and convergence across the most different disciplines, allowing companies and the people they serve to have contemporary, desired, and genuine experiences, according to Arthur Sadoun, Global CEO and Chairman of Publicis Groupe.

Le Truc and Four Seasons collaborated with noted filmmaker Akinola Davies Jr., winner of the Short Film Grand Jury Prize at Sundance, to film the debut campaign. The "Based on a True Stay" tales provide an insight into the myriad ways in which Four Seasons personnel go above and beyond for guests every day.

"Four Seasons is a legendary brand that is connected with luxury. Our responsibility was to reinvent how to represent their distinctive approach to hospitality in a contemporary manner. Throwing off the clichés of old luxury and capturing the care that raises visitors' experiences beyond what they may anticipate from other high-end hotel companies. But in a way that was completely unexpected," said Andy Bird, Founding Partner and Chief Creative Officer of Le Truc. "We collaborated closely with filmmaker Akinola Davies Jr., who brought the Four Seasons hotels' abundant flair and sophistication to life. We wanted people to reconsider what luxury looks like in a hotel, and we've hopefully accomplished that."

Beginning on August 29th, the campaign will broadcast across digital video, social media, and digital out-of-home. Starcom was responsible for the media procurement and planning. The targeted, high-impact, multimillion-dollar advertising investment is the highest ever incurred by Four Seasons, marking the first time the organisation has amplified brand equity messages with major paid media. Starcom further established a custom cooperation with Condé Nast for the first Vogue World Fashion Experience during New York Fashion Week.

Four Seasons will also construct a personalised Acts of Love postcard experience at Four Seasons Hotel New York Downtown, encouraging visitors to immerse themselves in the forgotten art of letter writing and connect with their loved ones via their own acts of thoughtfulness and care. In keeping with September's fashion theme, Four Seasons is collaborating with renowned fashion designer Christian Siriano to create postcards based on his original ideas.