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Four Seasons ties Valentine’s Day promotions to digital media

February 8, 2012

Four Seasons Valentine's Day

Four Seasons Hotels and Resorts is tapping into the St. Valentine’s Day craze through a fan-curated giveaway application on its corporate Facebook page, a themed digital magazine article and hotel experiences.

In light of the romantic holiday, the hotel chain is looking to inspire romantic memories and help one couple create a new one through a fan-curated “love bucket” app on its Facebook page. In fact, digital media advertising now accounts for 50 percent of the brand’s total marketing efforts, according to the Four Seasons.

“Four Seasons has always been synonymous with romance and throughout the years – many of our guests have celebrated engagements, honeymoons and anniversaries with us,” said Laura Fairweather, manager of corporate public relations at Four Seasons Hotels and Resorts.

“Valentine’s Day is the perfect time to inspire people to connect with their loved ones,” she said.

Like for love
To participate in any of the Valentine’s Day-themed social media activities, consumers must first “like” the corporate Four Seasons page found at http://www.facebook.com/fourseasons.

In fact, the Valentine’s Day promotion and giveaway serves as the welcome page for all new visitors. Fans of the brand can also access the app through a dedicated tab on the left-hand side.

Four Seasons Facebook welcome page

From there, consumers also need to allow the Four Season’s Valentine’s Day app to access their information.

After installing the app on their Facebook page, consumers are met with a variety of interactive options.

For example, they can open the virtual “love bucket” which contains romantic tips and places from Four Seasons staff.

These tips will also be shared on Twitter with the hashtag #FSLoveBucket.

Additionally, app users can browse the “real love” wall of things that other Four Seasons’ fans would like to do with their loved ones in branded locations.

Consumers who choose to share their own romantic wishes are entered into a contest with a chance to win a $2,500 gift certificate to the Four Seasons.

To submit their entry, fans are also asked to provide their mailing address, email address and age.

Four Seasons will be announcing a winner on Valentine’s Day.

Fans are also invited to buy their own gift card through a link at the bottom of the entry page.

“The Facebook app is a fun way for Four Seasons to build engagement and attract new audiences through a fan-gated competition,” Ms. Fairweather said.

Love story
Four Seasons is not relying solely on social media for its Valentine’s Day promotions.

The hotel chain has also created holiday-themed series in its digital magazine found at http://magazines.fourseasons.com.

The “14 days of love” series features articles such as “The most romantic ways to propose” and “Imagine: 8 Certifiably Romantic Getaways.”

Four Seasons digital magazine

Four Seasons will be posting a new romance-inspiring article every day through Feb. 14.

The hotel group is also promoting the holiday within its private properties with special packages and services.

For example, the Four Seasons Maldives at Kuda Huraa is offering a special night spa experience that will let couples experience unique nocturnal lunar rituals alone.

Four Seasons Maldives at Kuda Haraa

In addition, all couples at the Four Seasons Singapore are invited to book a room on the dedicated “couple’s floor” and have access to a private experiential assistant to help book activities in the city.

Also, the Four Seasons Resort Scottsdale at North Troon is offering a special “Seasons of Love” promotion, which includes a retreat in the adults-only hideaway building, love potion cocktails and a book of love sonnets in their room.

Indeed, the individual Four Seasons’ property Facebook pages will likely be marketing these promotions to their own communities.

“Four Seasons has quickly and strategically grown its base of Twitter followers and Facebook fans, receiving accolades within the industry,” Ms. Fairweather said. “As Four Seasons hotels and resorts continues to incorporate social media into its day-to-day business, the company sees real-time interactions as a natural extension of its service model.

“Working closely with our properties to embrace this evolution, our unique approach has allowed a centre-led global strategy to be localized in meaningful and relevant ways at the hotel level around the world,” she said.

Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.