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Four Seasons taps New York Fashion Week, Instagram for foot traffic pushBy Tricia Carr
Four Seasons Hotel New York is inviting Fashion Week goers to share their footwear choices via an on-site shoe photo booth and follow the action via Instagram and Twitter.
The hotel is encouraging attendees including fashion editors, bloggers, celebrities and other tastemakers to visit the property through the digital- and mobile-based effort. Four Seasons is asserting its status as a trendy hotel brand since the message could go viral on attendees’ smartphones and tablets via the hashtag and social check-ins by influential users.
“As Four Seasons, we always strive to offer unique, memorable moments, especially ones that tie to the community where we operate,” said Felicia Yukich, manager of social media marketing, Four Seasons, Toronto. “The #FSShoeCam will bring the excitement and style from the hotel lobby to life for our social communities who can’t be here themselves.
“Whether they are a guest of the hotel or watching from afar, we want to inspire everyone to have their stylish moment on our digital runway,” she said.
Four Seasons Hotel New York is located approximately one mile from Lincoln Center where the main Fashion Week runway shows take place.
Consumers who visit the hotel during Fashion Week Feb. 7-14 can have a photograph taken of their footwear by the first-ever shoe photo booth.
The camera is located near the 57th Street entrance of the hotel.
The images will be posted to the Four Seasons New York and corporate Four Seasons Twitter and Instagram accounts at @FSNewYork and @FourSeasons.
Consumers can follow the images via the hashtag #FSShoeCam.
A photographer will seek out the best footwear at Fashion Week Feb. 7-8 to launch the campaign.
Four Seasons could also leverage its food, spirits and service offerings through this program. By spreading the word via social media, the New York property might be a meeting spot for attendees and press.
Additionally, attendees are likely to access their social feeds via smartphones and tablets, so Four Seasons should use the #MBFW hashtag as well to join the conversation.
Four Seasons uses Instagram often to tap the image-sharing habits of its customers and be a part of the social dialogue.
For example, the brand raised awareness for the reopening of its Toronto property at a new location by holding a contest via Instagram for the chance to win a $1,000 Four Seasons gift card.
The #UncoverToronto contest was hosted by the hotel brand’s Tumblr blog called Four Seasons Fotog.
The brand looked to capture what its home city meant to past and prospective guests while leading up to the hotel’s opening in October 2012 (see story).
In addition, Four Seasons collaborated with LVMH Moët Hennessy Louis Vuitton’s independent lifestyle site Nowness to host a photography contest that encouraged consumers to share off-the-beaten-path venues in their home city.
Consumers who submitted images for the “Your Secret Cities” contest via Twitter or Sina Weibo, for those in China, were entered to win a $2500 Four Seasons gift card.
Nowness kicked off the contest with editorial content that showcased hidden places in Shanghai chosen by Elle China senior fashion editor and street-style blogger Leaf Greener (see story).
These efforts allow Four Seasons to connect its corporate and property accounts as well as generate content for multiple digital mediums including Facebook, Twitter, Pinterest and its online magazine.
“Our goal is to bring the very best of any destination to our global social media communities, and what better opportunity than to celebrate luxury fashion through the eyes of Four Seasons Hotel New York during the highly anticipated New York Fashion Week,” Ms. Yukich said.
“Fashion and luxury travel go hand in hand, and the iconic Four Seasons New York is the best place to feel like you are part of the action during Fashion Week,” she said. “Many of our guests are heading to designer shows, and the lobby itself can feel like a runaway.
“We wanted to harness this incredible energy – as well as the chic footwear of our guests – in an engaging way.”
Tricia Carr, editorial assistant on Luxury Daily, New York
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