How does a global brand like the Four Seasons Hotel & Resorts oversee media buys for 100+ properties, yet still manage to increase website bookings, boost revenue, and drive incrementality to channels
like SEO and direct for each hotel? Very strategically. Traditionally, the luxury hotel chain's media budgets were fixed and held at property level. That is until their agency, Acronym,
realized it was limiting their advertising reach. Instead, after a successful test pilot, Acronym unified Four Seasons' media buys, and the corporate office essentially gave them what amounts to a
"blank check," which enabled them to provide a more strategic and aggressive media investment.
By optimizing digital, the brand's history -- dating to 1731 -- and various products were shown as part of a distinct cooking experience.
For example, messages about its onboard comfort and amenities across uncomfortable transit environments and inflight food and beverage messages throughout mall food courts.
Organic Valley was finally hitting a point of breakthrough in awareness. It was time to "get the brand out there, to establish the brand."
Customers who apply for a checking account in a bank branch tend to have longer relationships with the bank, signifying these customers as higher quality.
The brand's proactive and agile approach led it to perform well above its 2017 benchmarks. With clear pacing and more visibility into paid data, it was able to guide, measure and optimize its
creative, publishing and bidding on a weekly basis.
The team created end-to-end automation in paid media by building an ad tech stack designed as an orchestration and activation layer that sits atop a content and delivery system.