• by Fern Siegel , September 2, 2022

The Four Seasons new creative push — Luxury Is Our Love Language — just debuted. It is the handiwork of Le Truc, a Publicis Group collective.

Creative underscores the hotels’ superb experiences, delivered via an distinct understanding of its guests.

The Four Seasons CRM agency of record, Hawkeye Canada, also participated in the brand’s relaunch, which airs across digital video, social and digital out-of-home.

New branding is rolling out over the next year, covering the company’s hotels, resorts, restaurants, bars and private jet.

Starcom led media buying and strategy for the campaign.

Le Truc based the new work on actual stories from Four Seasons’ guests, as well as conversations with hotel teams. “Based on a true story” delivers singular interpretations of moments when the Four Seasons teams exceeded guest expectations.

“The future of luxury will be driven by data and insights and defined by human connection and imagination,” said Marc Speichert, Chief Commercial Officer at 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.”

He added that luxury is produced via “the simple elegance of empathy.”

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,” the spots highlight the Four Seasons devotion to guest satisfaction. 

“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. “We really wanted people to reappraise what luxury looks like in a hotel.”

The targeted, high-impact multimillion-dollar media spend is the biggest investment by Four Seasons to date. It is the first time the company has supported brand-equity messaging with significant paid media.

Starcom also forged a partnership with Condé Nast around New York Fashion Week (Sept. 12) for the Vogue World Fashion Experience.