Four Seasons Hotels and Resorts’ recently launched a new campaign – with a heavy focus on social media – targeting couples worldwide who are seeking a romantic getaway. “The Spark” campaign includes a microsite, Facebook application, Twitter, Instagram, Pinterest and Facebook engagement advertising.
Why create a campaign focused on the theme of romance? Because it appeals to their guests: Four Seasons’ research showed that guests wanted the hotels to “create romantic experiences during their getaways” and that more than 50% of couples surveyed believed travel was “the best way to keep the spark alive in their relationship.” (L2 Think Tank)
Four Seasons took this theme and brought it into social media on multiple platforms. With “The Spark” microsite as the campaign base, the brand also created a Facebook application – “Countdown to Romance” – that allows users to book vacations directly through the tab. The app invites users to enter details of their upcoming trips, and then offers customized status updates to the user and their travel companion’s walls, as well as allowing users to share travel plans with their friends. Every Four Seasons hotel Facebook page (89 hotels in 36 countries) has a customized version of the app featuring localized content.
On Twitter, the brand created the hashtag #IgnitetheSpark, which carries over onto Instagram and Pinterest. According to L2, the brand and its properties “will use the hashtag in a visual campaign to showcase romance related imagery around the world.” The hashtag campaign will also include opportunities for followers to win Four Seasons Gift Cards.
The microsite also features a live Instagram feed with “user generated imagery around romance.”
How does it all tie into FourSeasons.com? According to L2, the brand has also been careful to “ensure a seamless path from social media to the e-commerce page.”
What do you think? Will this campaign inspire you to “countdown to romance” at a Four Seasons Resort anytime soon?
