In this busy, busy world, sometimes couples need a little extra nudge (and maybe a vacation) to rediscover each other. This is the premise behind Four Seasons Hotels and Resorts’ newest integrated campaign “The Spark,” targeting couples all around the world this fall. In addition to a new content microsite called “The Spark,” the brand also created a Facebook application, Twitter and Instagram campaigns, Pinterest boards, email drops, and dedicated PPC and Facebook engagement advertising buys.
The centerpiece of the integrated campaign, “The Spark” microsite, provides an interactive visual quiz to help couples find their perfect romantic vacation destination as well as fun content such as a guide to aphrodisiacs around the world, conversation starters, and a live Instagram feed showcasing user generated imagery around romance.
The brand’s new Facebook application “Countdown to Romance” allows users to share upcoming travel with their friends or book vacations directly through the tab. The interactive app asks users to input details of their upcoming trips and upon completion, the app posts customized status updates to both the user and their travel companion’s walls. For the first time ever, each and every hotel Facebook page (89 hotels in 36 countries) hosts a customized version of the app, featuring localized content in addition to the countdown widget.
Four Seasons also activated the hashtag #IgnitetheSpark across their Twitter, Instagram and Pinterest channels. The brand, as well as its properties, will use the hashtag in a visual campaign to showcase romance related imagery around the world. Guests are invited to participate in the hashtag campaign for opportunities to win Four Seasons Gift Cards. All Fourseasons.com pages have been updated throughout to ensure a seamless path from social media to the e-commerce page.
The impetus for the romance campaign stemmed from Four Seasons’ research that their guests were looking to the hotel to create romantic experiences during their getaways. More than 50% of couples surveyed also agreed that travel was the best way to keep the spark alive in their relationship. And as for the digital medium? It would only make sense that this innovative and savvy brand leverage the web to engage with its customers.
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