FOUR THE SEASON

[AGENCY]
Fred & Farid

[CLIENT]
Four Seasons

[SERVICES]
Creative Strategy
Comms Strategy

[YEAR]
2024

[THE TASK]

How can we dominate the holiday season in a category-defining way that drives BOOKINGS?

[context]

The Four Seasons festive campaign aimed to drive awareness and bookings through a full-funnel global strategy. The campaign targeted affluent millennials and families.

I developed messaging and positioning, led tactical briefs, and oversaw creative and copy to maintain brand consistency across upper and lower funnel objectives, spanning social, digital, performance max, and demand gen media placements.

AFFLUENT MILLENNIALS are redefininG the high-end experience of the stay

OLD STATUS SYMBOLS

Material Possessions

Humble Bragging

Where they Stay

Cookie Cutter Vacations

NEW STATUS SYMBOLS

Riches of Experiences

Stories of Truthfulness

How They Feel

Hyper-personalization

Personalized Care IS DrivING Loyalty and Growth

Growth outperformers excel by knowing their guests personally and creating authentic experiences. This personal touch is what sets exceptional brands apart—it's the feeling of being valued that creates lasting loyalty and drives success.

four season’s unique perspective on service

Four Seasons exists to create extraordinary, personalized experiences that make guests feel truly seen and cared for.

They cultivate authentic moments rooted in kindness and a genuine heart. This commitment to genuine care sets them apart in the hospitality industry.

'luxury hospitality' is often overused among competitors

Their approach to luxury is rooted in grandeur, statement design, and a curated experience that is about indulgence. Luxury is often flaunted; rather than felt through seamless service, kindness, and authenticity.

Whether it's Las Ventanas' exclusive fireworks or Higashiyama Niseko Village's personal hosts, luxury hospitality is just a label.

So, how is Four Seasons category-defining?

[INSIGHT]

Our kindness is instinctive.

It’s our “quiet-hospitality.”

It's anticipatory. It's intuitive.

It's a feeling.

[why it worked]

The campaign tapped into the deep, instinctive joy guests feel when experiencing something truly special. It wasn’t just about luxury—it was about the quiet, heartfelt moments that make a place feel like home.

The glowing gift became a symbol of the unseen kindness that defines Four Seasons hospitality, a feeling guests don’t just witness but truly feel.

By centering the campaign on emotion rather than extravagance, we created a message that was both timeless and deeply human.