Publicis Groupe’s Le Truc led the brand re-launch creative, showcasing Four Seasons personalized, genuine care through “Based on a True Stay” stories

Four Seasons Hotels and Resorts today unveiled its new brand creative platform, Luxury Is Our Love Language, celebrating the brand’s unique and energetic perspective on the definition of luxury. Developed by Publicis Groupe’s NYC-based creative collective, Le Truc, the work highlights the exceptional experiences delivered only by Four Seasons through the deep understanding of their guests and the genuine care of their people.The collaborative 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. 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.

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 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.

To shoot the premiere campaign, Le Truc and Four Seasons worked with acclaimed 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.

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

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 acclaimed fashion designer, Christian Siriano, to design custom postcards out of his one-of-a-kind sketches. 

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